Is Prada Marfa the Most Instagrammable Place in the World?

You’ve probably already seen this unassuming storefront on Instagram or elsewhere on social media and thought, “Where is this place? Is it actually a Prada store? Why do people like taking pictures in front of it?” Answers to your questions: It’s Prada Marfa, which is located on U.S. Highway 90, close to the town of Valentine, Texas (the sign claims it’s in Marfa, which it is not); No, it’s not a real Prada store—it’s an art installation created by artists Michael Elmgree and Ingar Dragset; people love to take pictures there because the contrast of the barren Texan landscape with the high-end branding makes for a really, really cool photo. In fact, it might be the most Instagrammable place on Earth. Here’s some evidence.

 Prada Marfa looks great, even after getting a little wet.It’s the perfect setting for the modern cowboy’s new profile pic. Highway 90 isn’t hugely busy, so you can strike a yoga pose.  Or just…chill. Though it’s not truly a store, Prada Marfa still puts its lights on at night.

It even looks good on the original Instagram: Polaroids.

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