Prada Mode London 2025 transforms Frieze Week with an immersive installation by Elmgreen & Dragset, exploring spectatorship, hyperconnectivity and shared experience through art and cinema.
Prada brings its acclaimed cultural platform back to the UK capital this October, transforming the city into a hub of art, cinema and contemporary reflection. The thirteenth edition of ‘Prada Mode’, held during Frieze London, unfolds in collaboration with celebrated artist duo Elmgreen & Dragset, who present an entirely new installation titled ‘The Audience.’
Blurring the boundaries between spectators and performers, The Audience explores the nature of observation in a hyperconnected world dominated by constant imagery. Inside a cinematic environment, visitors encounter a looping, intentionally obscured film written by the artists, surrounded by hyperrealistic sculptures of moviegoers lost in contemplation. On the mezzanine, a lone figure appears mid-conversation on FaceTime, amplifying the tension between intimacy and detachment in the digital age.
The artists describe the project as “a work about spectatorship and redirecting the gaze of the visitors.” Their intention is to question how attention, community and individuality coexist in shared spaces where art and technology intertwine.
Beyond the installation itself, Prada Mode London expands into a three-day programme of screenings, writing workshops, DJ performances and discussions with leading voices from the creative industries. The private preview is available to members only, while the public experience opens from 17 to 19 October, offering an exceptional opportunity to witness Prada’s latest intersection of culture, innovation and design.
