PRADA TEAM, LUNA ROSSA TAKE OVER VENICE IN EXTREME FASHION! @ 34th America’s Cup World Series, Venice, Italy


Dear Diane & Shaded Viewers,

Here i am immersed in America's Cup fever, Venice! It's incredible how the art city has been rapidly transformed into a platform, for this high tech sports event…which in the end is really more than just a sport, hosting a program of music, (including Groove Armada playing a floating stage) a Luis Vuitton exhibition on the history of the America's Cup and much more….and what's incredible is that the fashion industry seems to have made this & so many other cultural events a reality. BRAVO! It also dawned on me, just how incredibly stylish the Prada boats look, (team Luna Rossa) with a genius of identy design at work, not just on the boats, but the re-branding of the whole city of Venice, which is definitely reflecting what's going on on the water and that's RED to win! To give a bit of back ground, America's Cup, is one of the oldest races in the world, founded in 1851, the race usually being held every 4 years, with match raching giving a challenger who then goes up against the defender, the winner going on to host the next cup in their host city. The difference with this 34th Americas Cup, is that the winner of 33rd America's Cup Valencia, 2010, Oracle Racing (Larry Ellison's team) decided to add the America's Cup World Series, a futuristic event, going on tour up till the Luis Vuitton Cup and Challenger series in San Francisco in 2013. Not only did Ellison and Russel Couts (captain of Oracle) re-envision the event format, but they also re-designed the boat, into a multi-hull with a wing sail designed by Nasa. The race is on-shore and on youtube, making the whole experience a lot more accessible to the public and for the first time in history, these sailors have become pop stars!



Patrizio Bertelli (Copyright Carlo Borlenghi courtesy Luna Rossa Challenge 2013)

Luna Rossa team's Dave Carr and Nick Hutton (Photo Gilles Martin-Raget)


Alexandra Murray-Leslie

Alex is an artistic researcher and co-founder of the art band Chicks on Speed. She is currently Professor, Trondheim Academy of Fine Art, Norwegian University of Science and Technology and Honorary Industry Fellow, Faculty of Design, Architecture and Building, University of Technology Sydney.