Prada: Architecture, Art, and Fashion

                The word Prada brings to mind all that is chic, rich, tasteful, fashionable and desirable. Owning Prada handbags, footwear, and clothing is a status symbol. The label speaks for itself. It tells the world that you are all the things associated with the Prada name. This association didn’t happen by accident, it was an image that was very carefully cultivated in the public mind and it is an image that needs to be maintained. The maintenance of this image is accomplished by a multi-faceted marketing campaign and architecture is included within this campaign.

Prada Epicenter New York - Section of stair

The flagship store is the most obvious use of architecture for a fashion company. Rem Koolhaas’s Prada Epicenter in New York provides the company with a place to showcase its clothing and allow customers to shop in an optimum setting. According to the OMA website the goal of this project was to provide a space that differentiated itself as a retail setting as opposed to another type of corporate establishment. Additionally, the materials of the project were of great importance. The disign mixes innovative new technological materials and techniques with the rich traditional material lumber. This is not only an interesting contrast visually. It also speaks to the nature of Prada itself. Prada is not rich and luxurious like the lumber but also innovative and forward thinking like the technological materials.

The Prada Epicenter in New York is characterized by a central stair element that ends in a slope. This space serves a multitude of uses. In addition to being a method to transition between elevations it is also a place to showcase clothing. The sloping side can also fold out into a stage element for performances. This element helps to create a connection between Prada and the Arts, in particular music and performing arts.

Prada Marfa by Ronald Rael and Virginia San Fratello is a piece of architecture that serves a very different purpose than the Prada Epicenter. This building is not a place to exhibit clothing and accommodate customers. In fact the building is entirely sealed off and placed in a bizarre desert setting. Prada Marfa functions largely as a piece of instillation art. This building was created as a publicity stunt. The primary purpose of this building was to be depicted in print. The shocking contrast of the chic understated black and white Prada Marfa building and the wild desert backdrop makes Prada seem all the more fashionable.

Prada Transformer - Unfolded

The Prada Transformer which was constructed in Seol is another example of Prada architecture by OMA. It is also another great example of architecture as art, however unlike Prada Marfa the Prada transformer serves an actual function. In fact, it serves three functions. The structure is lifted by cranes and rotated into different positions in which it can serve as the setting for a film festival, fashion show, or art exhibit. This building does not just serve a great example of experimental temporary architecture. It also brings together multiple art forms under one roof. This association is great for Prada’s image.

"OMA- PRADA-NEW-YORK." OMA- PRADA-NEW-YORK. N.p., n.d. Web. 20 Nov. 2012. <http://oma.eu/projects/2001/prada-new-york>.

"OMA- PRADA-TRANSFORMER." OMA- PRADA-TRANSFORMER. N.p., n.d. Web. 20 Nov. 2012. <http://oma.eu/projects/2008/prada-transformer>.