Yaya

IF YOU BUILD IT, THEY WILL COME

Yaya
IF YOU BUILD IT, THEY WILL COME

Originally designed to resemble a Prada store, this tiny building, made of adobe brick and plaster, was created by artists Elmgreen and Dragset. The door is nonfunctional and sits between two large windows displaying actual Prada shoes and handbags. Which, by the way, were actually donated by Miuccia Prada herself from the fall/winter 2005 collection.

Prada Marfa is a small building that sits outside a tiny West Texas town so small— it holds a population of about 130 people. Valentine, Texas is the home of this well-known landmark and while it serves no purpose, it has somehow— managed to put itself on the map.

It features a handful of Prada handbags along with three spartan rows of only right-footed size-37 Prada shoes. It isn’t open for business— and although it originally was meant to be— it never will be.

Some people see Prada Marfa as an irrelevant, old building; while others, myself included, see it as art. But regardless of what you see, it thoroughly defines the term silent branding— which to me, is one of the most ingenious ways to brand a company or an entity.

It serves no purpose, and yet, manages to attract the attention of seekers around the country. Some bloggers and writers even refer to it as a fashion girl’s Statue of Liberty.

But whether intentional or not, it reinforces what it is—nothing! It's nothing, and yet it's everything.

It's a vacant building with a lot to say. It's a landmark that has officially evolved with a life of its own. And Prada Marfa is here to stay.

“It has turned into something beyond our control,” said Elmgreen & Dragset. "And that is the best thing an artist can experience.”

I find this story incredibly intriguing and when something intrigues me, I want to know more.

I'd definitely say a spring/summer road trip may be in the horizon. 

INGENIOUS marketing...