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The Fake Prada Store in the Texas Desert That Became an Art Mecca

In this bizarre world of overflowing information on social media and the internet, one can’t help but wonder what the crazy world of art can do today. Here we are, talking about a piece of art, -“Oh! Is it really a work of Art?” -miles and miles away from the actual work, which infamously gained the status of ‘the Mecca of the Art world’ drawing attention to the likes of Beyonce and Natalie Portman, to name a few.

When Prada Marfa, a pop architectural land art was inaugurated on October 1, 2005, the artist duo Elmgreen and Dragset’s idea of critiquing capitalism and consumerism was backfired as the sculpture- a minimal building that resembles a Prada store which is situated northwest of the City of Marfa, USA, with actual Prada merchandises inside gained enormous fame after witnessing several vandalism and theft. The artist collaborated with an American architects Ronald Rael and Virginia San Fratello using adobe bricks, plater, paint, glass pane, aluminium frame, MDF, carpet with a non-functional door. The original intention of the Artists was to let the sculpture deteriorate and degrade back into natural landscape. Although this is a false Prada store, every merchandise displayed inside were actual Prada wares, shoes and handbags-no wonder several break-ins happened. They were picked and provided by Miuccia Prada herself from the fall/winter 2005 collection. The brand logo and trademarks were all authentic, with permission from the company, drawing lots of criticism and allegations of illegal advertisement. However, the artists had claimed that this is not an advertisement piece, but rather a critique on consumerism, luxury branding and gentrification. The idea of dislocating urban high culture far from its urban settling was something the artists have been working on. But instead, the very piece has brought art enthusiasts and hipsters alike along with the phenomenon that was selfie culture, to itself.

What started as a minimal concept with minimal design has witnessed maximum sensation and enthusiasm. Well! It looks like even the Devil himself wears Prada!!!

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