An immersive and thought‑provoking installation by Elmgreen & Dragset that reimagines the act of spectatorship and turns the audience into part of the artwork.
Prada Mode has returned to London, taking over the newly restored Town Hall in King’s Cross with its thirteenth edition. This year’s focus is ‘The Audience’, an immersive cinema installation by Elmgreen & Dragset that flips the usual roles of watching and being watched.
Inside, visitors encounter hyper‑real sculptures of cinemagoers scattered across the seats, blurred films looping on screen, and the faint, dreamlike hum of a theatre.
The event shifts attention away from simply sitting back and watching, and instead invites audiences to become part of the art. The installation turns the traditional cinema experience on its head, shining a spotlight on the audience and the ways their presence shapes the performance itself.
Alongside the installation, Prada Mode presents talks, screenings, performances, and DJ sets, coinciding with the buzz of Frieze week. What makes it stand out is the way it pushes fashion beyond the runway, positioning Prada as a cultural curator as much as a luxury brand.
Featured image by Zainub Alam.