Highway To Heels
An installation at Texas, 14 years from now mimics the simplicity of Prada’s art pieces and interpretations. Read to know about this ever-intriguing luxury destination in the world.
The Trajectory
The tiny town of Valentine, Texas, 1,837 miles away from Manhattan, envelopes a quiet yet most talked about art work in the world. Prada Marfa, a faux Prada store not built for business, is an installation featuring Prada designer shoes and purses, all hand chosen by Miuccia Prada herself from the fall/winter 2005 collection. The selected things were really cleverly chosen in the sandy earthy colour tones because it’s in the middle of the Texan desert. The installation is quite simple in nature that is made out of traditional clay stone that was used in the region originally to build houses.
It almost looks like a U.F.O. dumped down in the middle of nowhere. This is a brainchild of Scandinavian duo, Elmgreen & Ingar Dragset who always believed in the potential of contemporary art and about artworks out in the public, that meet a different kind of audience, way different from those at museums.
L’Officiel India DigitalRead L’Officiel India in the digital libraryEvery issue and every cover story, on TCG Media.Read nowThe Vandalism
The project got an immediate criticism three days after the sculpture was completed, vandals condemned the work by calling it dumb and sticking out graffitis on the exterior and broke into the building stealing all six handbags and 14 right footed shoes. Prada Marfa was quickly restored and restocked, this time with Prada purses without bottoms along with a security system that alerts authorities if the bags are moved.
Became Landmark of Luxury fashion
The project became an unintentional viral as it is in the middle of nowhere and it was before Marfa really became super hip. Suddenly the signage with the miles to Prada Marfa was part of Gossip Girl and then Beyoncé took a selfie in front of it and then it went totally out of proportion, and it became so Instagrammed and something people were travelling to. It is a lot more than just a backdrop for people’s selfie. No one thought it would get so much of attention and become an art mecca for travellers. Prada Marfa became a landmark of fashion and pop culture.
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