"The temporary installation is part of Prada Mode, which is an ongoing global series of the brand focusing on site-specific events that combine art, design, and social experience. It has traveled to Osaka across a SANAA-designed pavilion as well as Tokyo with site-specific artworks curated by Kazuyo Sejima. Even Theaster Gates has created sonic and spatial immersion at Prada Mode in Abu Dhabi as well as in London,"
"as their immersive installation transforms the restored Town Hall building into a working cinema. Inside, visitors enter a space designed to function both as an exhibition and as a performance site, where the central features include the hyperrealistic cinemagoers made of silicone, a series of plush seats reminiscent of the ones found in Milan's Fondazione Prada, and a looping blurry film that discusses the age of image overload, hyperconnectivity, and attention deficit."
Prada Mode London, titled The Audience, occupies Town Hall in King's Cross from October 17–19, 2025, coinciding with Frieze London. The installation converts the restored building into a working cinema that doubles as an exhibition and performance space. Michael Elmgreen and Ingar Dragset installed hyperrealistic cinemagoer sculptures cast in silicone and arranged plush seats referencing Milan’s Fondazione Prada. A deliberately blurred short film loops continuously, replaying a scene of a painter and a writer talking in their flat to evoke continuous observation. The project interrogates watching and being watched while addressing image overload, hyperconnectivity, and attention deficits. Prada Mode operates as a global series of site-specific art and social events.
Read at designboom | architecture & design magazine
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