Prada has announced that it will stage the thirteenth edition of Prada Mode in London this autumn, presenting a new commission by artist duo Elmgreen & Dragset.
Prada Menswear show SS26
The event will run from the 15th to the 19th of October 2025 at Town Hall in King’s Cross, coinciding with Frieze London.
The central work, titled The Audience, is an immersive installation that combines film and sculpture to examine spectatorship in an era defined by constant connectivity and visual saturation. The piece takes the form of a cinema where a film written by the artists plays on a continuous loop. The intentionally blurred footage depicts a painter and a writer discussing their creative practices in their flat.
Within the auditorium, five seats will be occupied by hyperrealistic sculptures of cinemagoers positioned in different states of attention. The film’s storyline continues through an additional work, The Conversation, which shows a female figure at a café table engaged in a FaceTime call with one of the film’s characters. Together, the works challenge distinctions between viewer and viewed, placing emphasis on the act of watching itself.
Speaking about the installation, Elmgreen & Dragset said: “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. In The Audience, that shared experience becomes visible and the audience becomes part of the narrative itself.”
The programme will extend beyond the installation with talks, conversations, film screenings, performances and DJ sets. The first two days will be reserved for members, after which the event will open to the public from the 17th to the 19th of October.
Town Hall, the newly restored Camden Town Hall, will host the event. Originally constructed in 1937, the Grade II listed building has undergone nearly a decade of restoration led by Purcell, transforming it into a 60,000-square-foot cultural venue.
Prada Mode was launched in 2018 as an evolution of the Prada Double Club by artist Carsten Höller. Previous editions have taken place in cities including Miami, Paris, Shanghai, Dubai, Seoul and Abu Dhabi, with contributions from artists and creators such as Damien Hirst, Theaster Gates and Kazuyo Sejima.
