Janet Wolff's Theory Of Prada Marfa

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Driving along the baron, dusty expanse of Texas Interstate 90, the mundane scenery is pleasantly interrupted by something unexpected, a high-end boutique; a Prada store in the middle of nowhere. Boasting posh stilettos and handbags, patrons will never be able to get their hands on these luxury Italian goods, as the site is, in fact, not a functioning store the work of Berlin-based artists Michael Elmgreen and Ingar Dragset. Erected in 2005, Prada Marfa functions as a site-specific, permanent land art, as well as a piece of Pop Art, utilising an iconic brand to encapsulate the period in which it was created. To gain critical understanding of Prada Marfa, one must analyse the social context in which it was created. Using Janet Wolff’s theory …show more content…
J. Clark, believe it is the product of historical and cultural practices. More specifically, she believes that the dominant social ideology during its unique time period directly affects a work of art (Wolff 1993, 50-53). It is in fact dominant ideology that plays a particularly important role in the conception of Prada …show more content…
It is an intelligent work, and rather than shy away from it, we recognise the strength of its statement. Seen from a distance, the structure seems more like a simple cube set in the desert than it does a boutique. While Prada Marfa may overtly comment on fashion, it also refers to the influence of minimalist art, as well as to vernacular architecture. (Gracyzk 2006).

The support from Prada became instrumental to the production of Prada Marfa. Prada not only granted permission for the artists to use their trademark logo and colour codes, but Miuccia herself hand-selected twenty pairs of shoes and a half-dozen handbags from her Fall 2005 collection to be featured in the mock store (Edelson 2005). Instead of mimicking a Prada boutique, Elmgreen and Dragset had the tools to create an authentic Prada store, flush with status goods emblazoned with Prada’s signature logo, further exemplifying the ideology of

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