So eight years ago(that long ago) Prada put up a fake store in Marfa, Texas, except it wasn't really a store, it was a so-called art piece. The art piece generated a lot of publicity. For Prada. Which then in turn became an ad. How meta.
Funny thing is, it is now generating a bunch of controversy because meta or not, it is now considered by the State of Texas to be an ad.
A recent article by the New York Times: