Today in Milan: Fondazione Prada's new cultural complex

Prada's cultural export doesn't come by way of fashion or handbags, and they would prefer one rather didn't muddle the two. To keep artistic integrity, Italy's billion euro luxury empire has a clear vision for its foundation, that it aims to communicate the zeitgeist and be “an outpost to analyse present times.”

Fondazione Prada was established over two decades ago, but it's new hub in Milan cements both its dedication and ambition. Headquartered in an old distillery in South Milan, an 11-building complex that is neither new or solely restored architecture, it came to realisation with Prada's long-time architecture partner Rem Koolhaas. The result, a 205,000 square feet compound of both preservation and creation in coexistence.

Culture should help us with our daily lives

The setting provides the perfect template to display monographic artist commissions, installations, art house films and anything in between that Mrs Prada and her curatorial team deem relevant, challenging and interesting. In its mission statement, the Fondazione says "culture should help us with our everyday lives, and understand how we, and the world, are changing."

Particularly striking about the complex is how it has remained inconspicuous. The outside of the buildings haven't been glitzed up to make it a branded curation, unlike Frank Gehry's impressive Louis Vuitton project. In fact, engaged motorists driving past may not even notice the subtle logo on the building. It is only on further inspection that gold leaf adorns the tower, foamed aluminium on another block, the vast concrete silos, or the uber kitsch interior of its cafe, Bar Luce, that this is masterly crafted without limitations.

With twice the exhibition of New York's new Whitney Museum outpost, Fondazione Prada's subtle invasion into the cultural sphere only needs to live up to what the space can offer.