Milanese artist Francesco Vezzoli partnered with Rem Koolhaas’s design group AMO and fashion house Prada to create a special pop-up museum, The 24HOURSMUSEUM . It opens in Paris tomorrow for one day at the Palais d’Iéna. But here’s the thing, no one, not even their agency, knows what it is about!

For those of us that can’t run to Paris for this fantastic event, Prada has launched an interactive component on their facebook page so that luxury lovers everywhere can participate. Once you uploaded a photo, selected your frame and jewels, the photo will be added to the digital gallery and you can post your creation to Twitter, Facebook or Tumblr.

“Prada is seeking to create buzz around the pop-up museum event without revealing it. To do so, we have studied Francesco Vezzoli’s career and tried to link to it and to make it accessible to the worldwide Web. In the last 48 hours, we have seen the number of people using the Facebook application exploding.” says Giuliano Federico of Moderacy. “The interesting point to note is that nobody including us at MODECRACY knows what will be the event about. It will be unveiled to us and to everybody who is aware of it tomorrow night in Paris.”