In October 2025, Prada will present the thirteenth iteration of Prada Mode, which will take place at Town Hall, the recently restored landmark in King’s Cross in London, in collaboration with the artists Elmgreen & Dragset. Coinciding with Frieze London, the multi-day event centers around The Audience, an immersive installation that is both a sculptural environment and a meditation on spectatorship in the age of image overload, hyperconnectivity, and attention deficit.
For Prada Mode London, Town Hall will host The Audience, an installation in the form of a cinema. In the space, an intentionally blurred film, written by Elmgreen & Dragset, will be shown in a constant loop. Seemingly a repeating scene from a feature length drama, a painter and a writer discuss their creative practices while in their flat. In the physical cinema environment, five of theauditorium seats will be occupied by hyperrealistic sculptures of cinemagoers posed in various states of attention. The film’s narrative continues with an additional sculpture, entitled The Conversation. In this work, a female figure sits alone at a café table, FaceTiming with one of the characters from the film. Shown together, the installations will deliberately obscure the line between viewer and viewed, drawing attention to the act of watching itself.
As underlined by Elmgreen & Dragset, “The Audience is a work about spectatorship and redirecting the gaze of the visitors. As artists, we have often been interested in making exhibitions where the audience’s attention is pulled in conflicting directions, spaces that would encourage a degree of uncertainty and where the spectator has to actively navigate seemingly familiar environments in new ways. Being part of an audience in a cinema or theatre implies being one of many, of sharing an experience, a moment within a spatial choreography. In The Audience, that shared experience becomes visible and the audience becomes part of the narrative itself.”
Prada Mode London will include talks, conversations, film screenings, performances, and DJ sets to further explore the idea of spectatorship and open up other modes of thinking about how audiences gather, watch, and respond. For the first two days of the event, the space will function as a private members club, followed by three days open to the public, October 17th through the 19th.
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