Prada Mode Lands in London

Prada is presenting the thirteenth iteration of "Prada Mode," its multi-day cultural event which features screenings, workshops, DJ sets and exhibitions. This time taking place in London during Frieze, the event is presented in collaboration with artists Elmgreen & Dragset.

Centring around 'The Audience,' an immersive installation, the main event acts as a commentary on "spectatorship in the age of image overload," exploring themes of hyperconnectivity and attention deficit. Reimagined through a makeshift cinema space, the installation showcases an intentionally blurred film written by the artists, shown in a repeating loop. The environment also showcases five hyperrealistic sculptures of cinemagoers, along with an additional sculpture on the mezzanine where a female "figure" is sitting on FaceTime.

"The Audience is a work about spectatorship and redirecting the gaze of the visitors. As artists, we have often been interested in making exhibitions where the audience’s attention is pulled in conflicting directions, spaces that would encourage a degree of uncertainty and where the spectator has to actively navigate seemingly familiar environments in new ways. Being part of an audience in a cinema or theatre implies being one of many, of sharing an experience, a moment within a spatial choreography. In The Audience, that shared experience becomes visible and the audience becomes part of the narrative itself," the artists explain.

Along with the installation, the multi-day event will host a series of panel talks and conversations, film screenings and performances. The preview is currently open for members, with the experience opening to the public over the weekend from October 17 to 19.

Take a look at the space above and head to Prada's website to find out more.

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