ASPENX AND PRADA HOSTED VIP CELEBRATION AT THE PRESTIGIOUS ASPENX MOUNTAIN CLUB
Over President’s Day weekend, ASPENX, the new premium retail and experiential company conceptualized by Aspen Skiing Company, and luxury brand Prada came together to celebrate their recently launched collaboration, the ASPENX Prada winterwear capsule collection. Hosted by artist, entrepreneur and Aspen visionary Paula Crown of the Crown family who owns Aspen Skiing Company, the intimate event was held at the newly reimagined ASPENX Mountain Club. Notables in attendance included friends of both ASPENX and Prada, including Aspen Snowmass CEO Mike Kaplan, Aspen Art Museum Director Nicola Lees, guests Jamie Tisch and Torie Crown and fine art photographer Gray Malin.
Unveiled in December of 2021, the ASPENX Prada collection is inspired by the vibrant energies and atmosphere of Aspen. Catering to a community of creatives, athletes, and fashion connoisseurs alike, the high-performance line harmoniously blends the technical excellence of ASPENX with Prada’s world-class craftsmanship to create a statement-making ensemble built for ultimate movement and mobility. The signature graphic – a striking visual of white and black slashes – was designed by Paula Crown for a contemporary and sleek appearance. Perfectly timed this year to Aspen Skiing Company’s 75 th anniversary, the ASPENX Prada collection is an abstract honoring of the iconic ski town’s impressive evolution and modern identity.
The venue, the iconic ASPENX Mountain Club, is a space that recently unveiled a top-to-bottom visual renovation. Led by artist and entrepreneur Paula Crown and famed Spanish designer Luis Bustamante of Luis Bustamante Interior Design, the renovation was a milestone moment for the club that has long served as a premium social refuge for Aspen’s network of thought leaders and tastemakers. The redesign blended themes of classicism and modernism with complementing color schemes that have instilled a resonating sense of elegance, coziness and vibrancy throughout the space, all of which made it the perfect backdrop for an event of such caliber.
Guests arrived to the ASPENX store for a champagne toast before boarding the Silver Queen Gondola to ride to the top of Aspen Mountain for the premier event. The path to the party from the upper gondola building to the newly renovated ASPENX Mountain Club was illuminated, creating a vibrant arrival experience. Once guests entered the party, they were presented with a delectable assortment of cocktails and hors d’oeuvres, as well as chic photo ops. DJ Mia Moretti provided the beats, pausing for speeches by Mike Kaplan and Paula Crown who spoke to the new ASPENX brand, the legacy of Aspen Skiing Company and the formation of the ASPENX Prada relationship, resulting in this stunning capsule collection. Guests departed with gifts from ASPENX and Prada.