Prada Storefront Marfa – Revisited and Explained

Recently I spent a few days in the Big Bend Area specifically heading towards Valentine, Texas to photograph the Prada Storefront.  A number of friends an relatives were shocked to see this wonderful piece of work in the middle of West Texas. Therefore without any hesitation, I gathered all the information I could and decided to explain the Prada Marfa Storefront in detail.

The storefront is a permanent installation of art off Highway 90 just West of Valentine, Texas.  In 2005 a pair of Berlin artists named Michael Elmgreen and Ingar Dragset developed the installation with the help of The Art Production Fund and Ballroom Marfa.  

The building is not opened and the doors have been sealed shut.  There is no intention to keep the installation updated and will eventually deteriorate over time.  Shortly after the development of the storefront vandals broke in and stole the Prada shoes and Handbags.  Soon after the foundation had an alarm system installed and replaced all the shoes.  The original intent was that the storefront would deteriorate with age rather than at the hands of vandals. 

At the actual Prada Site there is a small plaque with the following information:

**************************************************** 

PRADA MARFA

 Established: October 1, 2005
Artists: Elmgreen & Dragset
Commissioners/Producers:  Art Production and Ballroom Marfa
Architects: Ronald Rael and Virginia San Fratello; Joerg Boettger
Construction: The Maxwell Company

Art Production Fund and Ballroom Marfa present PRADA MARFA, a site specific, permanent land art project by artists Elmgreen & Dragset.  Modeled after a Prada boutique, the structure includes luxury goods from the fall 2005 collection.  However , the sculpture will never function as a place of commerce, the door cannot be opened.

Art Production Fund is a non-profit organization dedicated to realizing ambitious projects by contemporary artists.
Founders: Yvonne Force Villareal and Doreen Remen
Project Coordinator: Casey Fremont

Ballroom Marfa is a non-profit space in Marfa, TX dedicated to contemporary art culture.

This project is made possible through the support of local communities.  The family of the late Walter Alton "Slim" Brown, (Trucker, Rancher, Roper, Friend), has generously contributed to the project by lending their land.  Many thanks to Fondazione Prada for their support and in-kind product contribution.  Boyd Elder, artist, has overseen the project as our Project Site Representative, with additional support from his family Sahula Elder and Flaunn Elder Jamison.  Use of the Prada logo is made courtesy of Prada, Milano.

*****************************************************

So there are all the facts (or at least what we perceive to be the facts).  The Prada Marfa storefront was impressive.  Not the size or the luxury fashion in the shop but the simple fact that something so unique and different can be collectively placed in a location that so few will ever see.  The country around the storefront is wild and what I always imagined Texas was like years ago.  It was simple and strange.  To me the storefront made me think of what is old and new.  It makes me want more of less.  Life can be simple and beautiful and strange all at the same time.  I think that is pretty cool and worth moving forward every day. 

Along the ledge of the storefront people place small gifts, shoes, and business cards.  I went through and photographed each card that was there with the intent of contacting these individuals with one questions in mind.  I would like to know what PRADA MARFA means to them.  What they thought when they left their mark and do they ever plan on going back.  Hopefully some of them will leave their thoughts here on this blog entry.  Others may just not respond all together but lets hope not.

I hope that helps answer a lot of questions.  If you ever get a chance to see PRADA MARFA please let us know.  And remember, Texas is the State of the Arts. 

God Bless Texas and God Bless PRADA MARFA