The 13th edition of Prada’s traveling cultural platform coincided with Frieze London and featured an immersive cinema by Elmgreen & Dragset
Prada presented the thirteenth edition of Prada Mode in London on October 15 and 16, transforming the recently restored Town Hall in King’s Cross into a temporary cultural venue. Held during Frieze London, the two-day event centered on The Audience, a new installation by Elmgreen & Dragset that examined spectatorship in an age of hyperconnectivity and image saturation.
The project took the form of an immersive cinema environment, where an intentionally blurred film written by the artists played on a loop. Within the auditorium, five hyperrealistic sculptures of audience members sat in varying postures, each engaged—or disengaged—in their own way. The narrative extended into the adjacent space with The Conversation, a sixth sculpture depicting a woman at a café table FaceTiming one of the film’s characters.
Programming across both days included film screenings, panel discussions, live performances, and DJ sets. These activities extended the installation’s core theme by encouraging new ways of thinking about the act of watching and collective engagement.
Attendees included Amanda Gorman, Charli D’Amelio, Letitia Wright, Daisy Ridley, Tom Bateman, Sadie Sink, Riz Ahmed, Naomi Scott, Damson Idris, ENNY, CKTRL, Oliver Sim, Shona Heath, Dave, Honor Swinton Byrne, Anson Boon, Archie Madekwe, Lukita Maxwell, Tosin Cole, James Messiah, James Price, DJ Bobby, Léa Sen, Calum Goring, Toby Webster, Bendik Giske, Efe Çakarel, Michael Elmgreen, Ingar Dragset, Isaac Julien, Jessica Henwick, Harris Dickinson, Victoria Siddall, Nia Smith, Andrea Trimarchi, Kristy Sedgman, Akinola Davies Jr., and Elizabeth Diller.
Prada Mode London marked another iteration of the brand’s ongoing investment in cultural production, with Elmgreen & Dragset’s installation operating at the intersection of visual art, social critique, and scenographic intervention.
