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Prada Mode London

15-16 October 2025: Private Members Club

17-19 October 2025: Open to the public

 

TOWN HALL 

BIDBOROUGH STREET 

WC1H 9AU

 

Prada presents the thirteenth iteration of Prada Mode 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 on The Audience, an immersive installation that functions both as a sculptural environment and as a meditation on spectatorship in the age of image overload, hyperconnectivity, and attention deficit.

For Prada Mode London, Town Hall hosts The Audience, an installation in the form of a cinema. In the space, an intentionally blurred film, written by Elmgreen & Dragset, is 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.

Prada Mode London includes 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 functions as a private members club, followed by three days open to the public, October 17th through the 19th.

In the physical cinema environment, five of the auditorium seats are 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 obscure the line between viewer and viewed, drawing attention to the act of watching itself.

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