By Sirena Kuo
Fondazione Prada presents its latest venture at the intersection of science and culture: “Preserving the Brain: A Call to Action”. This ambitious project, centered on the prevention of neurodegenerative diseases, will open to the public at Fondazione Prada in Milan, and is set to run from October 16, 2024, to April 7, 2025.
This new iteration of “Preserving the Brain” is the next phase of Fondazione Prada’s ongoing exploration into neurosciences, dating back to its original “Human Brains” initiative launched in 2018. The project brings together 15 leading research institutes, and six Italian patient organizations, blending scientific expertise with cultural outreach. Milan will host a scientific conference on October 16-17, followed by an exhibition, which will be supplemented by a series of public meetings extending through April 2025.
This initiative isn’t just about learning—it’s about shifting gears in how we approach prevention and early treatment for diseases like Alzheimer’s, Huntington’s, Parkinson’s, ALS, and MS. While neurodegenerative diseases are frighteningly widespread and largely incurable, experts are increasingly focusing on modifiable risk factors—those aspects of lifestyle and environment we can actually influence. Think clean air, healthy diets, education, and more active lifestyles. It’s these changes, adopted early enough, that hold the potential to reshape outcomes on both a personal and societal level.
With this in mind, “Preserving the Brain” takes a multi-stakeholder approach: bringing together research centers, patient associations, and even representatives from the political sphere. The aim is clear—to push for actions that target modifiable factors related to neurodegenerative diseases. And this “call to action”? It’s aimed squarely at the younger generation, urging them to start thinking about brain health as something that can, and should, be nurtured from an early age.
“This new edition of ‘Preserving the Brain’ shows how necessary it is to create a stronger dialogue between science and the public,” shares Miuccia Prada, President and Director of Fondazione Prada. “Prevention is everyone’s issue, and particularly that of the younger generations. We must pair scientific research with awareness-raising activities and a program of concrete actions to influence behavior.”
The exhibition, designed in collaboration with the New York-based studio 2×4, will take over Fondazione Prada’s Nord gallery and explore the themes presented during the conference with an array of scientific data and visual narratives. Spanning eight distinct sections, the exhibition also incorporates an interactive space where visitors can engage with videos, documents from patient organizations, and activities meant to foster deeper understanding and dialogue.
The exhibition is further enriched by a series of eight meetings, developed in collaboration with patient organizations and artists Michele Porcu and Mary Zurigo of Z.E.A. Zone di Esplorazione Artistica. These sessions include guided tours, discussions, workshops, and even film screenings—all designed to create a vibrant intersection between scientific knowledge and cultural experience.
The scientific conference, spearheaded by Giancarlo Comi alongside fifteen research institutes, will unfold across two days with sessions tackling epidemiology, environmental factors, diet, sleep, genetics, and more. Open to researchers, students, and institutional figures, the conference will also be streamed for public viewing at humanbrains.fondazioneprada.org, further opening up access to this critical discourse on neurodegenerative disease prevention.
“Preserving the Brain” is not just an exhibition—it’s a rallying cry for awareness, prevention, and cultural engagement in the fight against some of today’s most challenging medical conditions.
