Prada Marfa
| Company type | Art installation |
|---|---|
| Industry | Art |
| Founded | October 1, 2005 |
| Founder | Elmgreen & Dragset |
| Headquarters | Jeff Davis County, near Marfa , United States |
| Products | Art sculpture resembling Prada retail storefront |
Prada Marfa is a permanent art sculpture created by the artist duo Elmgreen & Dragset, situated along U.S. Route 90 within Jeff Davis County, Texas, approximately northwest of the town of Marfa. Unveiled on October 1, 2005, this artwork takes the form of a standalone structure designed to resemble a Prada retail storefront. The creators described it as a "pop architectural land art project."
The construction, which involved American architects Ronald Rael and Virginia San Fratello, had a budget of $120,000. While the original plan was for the installation to naturally deteriorate over time without maintenance, this was altered following vandalism on the night of its completion, when graffiti was sprayed on the exterior and its contents were stolen.
Sculpture
The building is fashioned to simulate a Prada boutique, utilizing materials such as adobe bricks, plaster, paint, glass panels, aluminum framing, medium-density fibreboard (MDF), and carpeting. The entrance door is non-operational; two expansive windows showcase authentic Prada footwear and handbags from the fall/winter 2005 line, personally selected and supplied by Miuccia Prada. The artists received permission from Prada to use the brand’s trademark for this installation.
Initially considering other locations including Nevada for the project, Elmgreen and Dragset eventually collaborated with the New York-based Art Production Fund (APF), which facilitated their connection to Ballroom Marfa—a contemporary art venue in Marfa, Texas. The installation was ultimately placed northwest of Marfa near Valentine, Texas, with local artist Boyd Elder serving as its caretaker.
Before this project, Prada had worked with Elmgreen and Dragset in 2001 by placing signage at the Tanya Bonakdar Gallery in New York City that announced a fictitious "Opening soon—PRADA." Positioned close to Donald Judd's Chinati Foundation, Prada Marfa aligns with site-specific art traditions such as minimalism and land art. Its critical resonance is largely influenced by its isolated setting.
Often viewed as a commentary on consumer culture, luxury branding, and gentrification, Prada Marfa simultaneously underscores the capitalist ideals it appears to critique—an ambiguity that surprised the artists. Visitors commonly leave business cards on a ledge encircling the base of the structure, held down by small stones.
Theft and vandalism
On the very night of its inauguration, Prada Marfa suffered a break-in during which six handbags and fourteen right-foot shoes were stolen; additionally, graffiti reading "Dumb" and "Dum Dum" was sprayed onto its walls. The damage was promptly repaired, with replacement items now concealing a security system designed to notify authorities if disturbed. This event attracted significant attention from both local and international news outlets.
In March 2014, vandals repainted the building light blue, affixed counterfeit Toms Shoes logos to the awnings, and posted a political manifesto on the door. Ballroom Marfa condemned these actions and committed to restoring the installation. Texas-based artist Joe Magnano (known by the pseudonym 9271977) was apprehended, pled guilty to misdemeanor criminal mischief charges, and agreed to pay $10,700 in restitution alongside a $1,000 fine.
Response from the Texas Department of Transportation
The Texas Department of Transportation (TxDOT) became aware of the installation only in 2013, following the erection of a 40-foot neon bunny by Playboy in close proximity. TxDOT classified both structures as advertising displays subject to permit requirements under the 1965 Highway Beautification Act. Since neither complied with billboard regulations, TxDOT ordered the removal of the neon bunny but postponed any enforcement regarding Prada Marfa.
Co-creator Michael Elmgreen clarified that Prada Marfa is neither an advertisement nor a project commissioned by Prada. In September 2014, TxDOT redefined the installation as a museum, designating Prada Marfa as its single exhibit. This reclassification exempted it from signage rules that had prompted the removal of the neon bunny.
Further reading
- Dragset, Ingar/Elmgreen, Michael: A space called public, Köln 2013.
- Elmgreen, Michael/Dragset, Ingar: Taking place. die Arbeiten von Michael Elmgreen & Ingar Dragset; anlässlich der Ausstellungen Michael Elmgreen & Ingar Dragset, Taking Place, Kunsthalle Zürich, 10 November 2001 – 20 January 2002, Michael Elmgreen & Ingar Dragset, Prison Breaking/Powerless Structures, Fig. 333, 25th São Paulo Biennial, São Paulo, 23 March – 2 June 2002, Ostfildern-Ruit 2002.
- Rael, Ronald. “House of Prada, House of Mud”, in Elmgreen and Dragset: PRADA MARFA, edited by Michael Elmgreen and Ingar Dragset. Berlin: Buchhandlung Walther Konig. May 2007.
- Elmgreen, Michael: Prada Marfa. Elmgreen&Dragset, Köln 2007.
- Gisbourne, Mark: Double Act- Künstlerpaare, München, Berlin 2007.
- Szorcin, Pamela C.: Elmgreen&Dragset, in: Künstler. Kritisches Lexikon der Gegenwartskunst, Ausgabe 93, Heft 2 (2011).