Strange Prada Storefront in the Middle of Nowhere Can Remain, Texas Decides

Ruled not to be an illegal ad

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It's the world's oddest Prada store. And now, it looks like it won't be torn down.

Prada Marfa, an art installation 26 miles northwest of the West Texas town of Marfa—featuring a fake Prada storefront containing luxury goods—is not an illegal advertisement and can remain on its site off U.S. Highway 90, the state decided this week.

The installation, by artists Elmgreen and Dragset, has been up since 2005. But it came under scrutiny last year, when Playboy built Playboy Marfa—which was deemed to be illegal advertising.

This week, arts organization Ballroom Marfa reached a deal with the Texas Department of Transportation to have Prada Marfa designated as an art museum site and the building as its single art exhibit.

An Adweek colleague who has been to Prada Marfa tells me you can see bullet marks in the bulletproof glass, as the stuff inside is indeed real Prada.

Photo via.

@nudd Tim Nudd is a former creative editor of Adweek.