Fondazione Prada unveils a new exhibition, "Who The Bær" by artist Simon Fujiwara exploring the fantastical world and landscape of the genderless "Who" in its exploration and quest for identity, desire and authentic self.

Conceived on the ground floor of Milan's Fondazione Prada, British artist Simon Fujiwara takes us on a journey into a world of fantasy told through drawings, sculptures, animations and collages of his fictitious character Who The Bær. With no gender, personality or history, Who The Bær travels on a quest to search for the meaning of life and its authentic self. Inviting the audience to draw parallels to the trials and tribulations that make up our own realities, we follow the life of Who the Bær living in their fairytale world, one where they are able to transcend through time and place, subjects and objects, to transform into whoever they wished to be, whenever they wanted. Through this work, Fujiwara reveals the paradoxes of our own quests in fantasy and authenticity that take place in our own daily lives, existing in a time and place where as a culture, we continuously consume.

Featuring a giant labyrinth made from cardboard and recyclable materials, we travel through the installation following the character into their imaginary world, experiencing the alternating joys and traumas in an exploration of human desire and the constructs of time. In this work, Fujiwara mirrors our ideals in neo-capitalism, celebrity culture and entertainment, drawing our awareness back to the fantasies we consciously download and consume.

Unveiling the exhibition live on Fondazione Prada's Instagram account, the artist opens up the project for discussion alongside writer and curator, lecturer at Brera Academy in Milan and curator of the Current III, TBA21 Academy, Barbara Casavecchia. Also conceptualised into a story book, the viewer can follow the adventures of Who the Bær on Instagram @whothebaer and visit the conversation and exhibition through fondazioneprada.org.