28/09/13 | Art
Prada Marfa is a permanently installed sculpture by Berlin based Danish-Norwegian artists Elmgreen and Dragset, situated 2.3 km (1.4 miles) northwest of Valentine, Texas.
The installation was inaugurated on October 1 in 2005. The artists called the work a poparchitectural land art project.
Miuccia Prada herself picked out pieces of her collection and allowed the artists to use the Prada trademark for the installation. Designed to resemble a real Prada store, the building is made of “adobe bricks, plaster, paint, glass pane, aluminum frame, MDF, and carpet.” The installation’s door is nonfunctional.
Some people love it. Others might hate it. Some folks don’t know what to think of the faux Prada store on a highway in the middle of nowhere. Regardless it has now become the focus of a debate on freedom of expression versus Guerrilla marketing. Prada Marfa has now been deemed as 'illegal advertising' by the Texas Department of Transportation.
Elmgreen & Dragset's galerist Nicolai Wallner, who represents Michael Elmgreen and Ingar Dragset, joined the fray today, sending out an e-mail soliciting support for the project. “The work is a poignant critique of our contemporary consumer culture and holds an important place within contemporary art history,” stated the message. “We kindly ask that you please join the efforts to save Prada Marfa so that we may all enjoy the work for years to come.”
If you wish to build support for this artwork, you can visit their Facebook site here.L.S.