The project sponsored by Prada, creates a museum that exists for only 24 hours. It’s at the Palais d’Iena which is the home of the Conseil Economique, Social et Environnemental, and the schedule is very tight. Invitation only dinner to start, very red carpet style. At 7am the museum opens its doors to visitors until 4:30. Finally, the “closing vernissage” and the museum disappears just as quickly as it appeared. All of it is surrounded by the works of Francesco Vezzoli – his 5 meter high female sculptures in classical style but with the head of contemporary divas such as Cate Blanchett and Eva Mendes.
The “non-existent museum” style is similar to some past projects of the Italian artist. For example, he made a trailer for a non-existent movie, then an ad for an imaginary perfume that he called Greed, which starred Natalie Portman and was directed by Roman Polanski. Everything is done in great style and related to celebrity culture.