A unique concept by Prada has 10 years of existence in Marfa, Texas. This is a building in the middle of the desert with a selection of articles from the brand that aren’t for sale, which is an idea that creates a juxtaposition to the modern consumer; this work is created by the artists Ingar Dragset and Michael Elmgreen, both of Scandinavian roots.

Created in 2005, it’s far from serving it’s purpose to critique, this not-store has converted into a brand icon and its sight is visited by several fashion followers worldwide.

"Prada Marfa is the most acknowledged work we have made. It’s interesting that is exists outside the contemporary art world and that it’s created within the imaginarium of pop culture and in the fashion sphere. Our intention when we built it was to create how a luxury store would survive under a completely different context. We wanted people to reflect over consumption and human development. The work movied the general audience. We never thought that is would get so much international attention”. Declared both artists, who are pleased with the result.

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