In October 2025, Prada Mode arrives in London. For five days, the newly restored Town Hall in King’s Cross will become the setting for its thirteenth event. This one is made with the artists Elmgreen & Dragset and timed with Frieze London.

The heart of it is an installation called The Audience. It is built to feel like a cinema. On screen, a film plays on a loop. It is intentionally blurred. The scene shows a painter and a writer in their flat, talking about their work. It feels like a snippet from a longer movie, repeating.

But the real focus is on the seats. Five of them are taken. The occupants are sculptures, hyperrealistic figures of people in various states of watching, leaning in, looking away, distracted. The story extends outside the auditorium with another sculpture, The Conversation. Here, a woman sits at a café table, her face lit by a phone screen. She is on a FaceTime call with one of the characters from the film.

The effect is deliberately confusing. Who is watching whom? Are we the audience for the art, or have we become part of the show? The installation muddles the line between the viewer and the viewed, making us think about the simple, complicated act of looking.

As Elmgreen & Dragset point out, the work is about pulling attention in different directions. It’s about creating a shared experience where the audience itself becomes part of the narrative.

Beyond the installation, the event will use talks, performances, and music to dig deeper into these ideas of how people gather and see things. For its first two days, the space will be a private club, opening to everyone for the final three. It is an invitation to step into the scene and see yourself seeing.