Purpose and Values
The creativity of Scandinavian duo Elmgreen & Dragset gave life in 2005 to the Prada Marfa permanent artistic installation located in the middle of the Chihuahua desert, 37 miles from Marfa.
A faux store built following Prada’s boutiques aesthetic codes and provocatively conceived to naturally deteriorate with time without undergoing any external repair or restoration.
The iconic project – defined by its creator as a ‘pop architectural land art project’, reveals the relationship between Prada and the artists. The structure was not commissioned by the brand, yet, Miuccia Prada has appreciated the concept, allowing the artists to use the brand and has donated a selection of pieces from the Prada Fall / Winter 2005 collection that complement the desert tones of the surrounding environment.
Between pure art installation, museum setup and symbol for fashion enthusiasts, Prada Marfa has become overtime a tourist attraction advertised by the many photos posted on social networks by international celebrities like Beyoncé and the iconic street sign indicating the distance to the installation.
“We believe that the ideas behind the artwork survive and we hope that this will increase the interest in contemporary art and in the potential of art in general,” affirms Dragset.