OMA Rem Koolhaas - Prada Epicenter

OMA Rem Koolhaas
Prada Epicenter
Beverly Hills, California

Photo: arcspace

The Beverly Hills Prada Epicenter’s most remarkable feature is the absence of a facade; the entire width of 50 feet along Rodeo Drive opens up to the street, without a traditional storefront or glass enclosure, inviting the public to enter the building.

Photo: arcspace

Climatic separation is achieved through an environmentally responsive air-curtain system that profits from Los Angeles’ pleasant weather.
At night, an aluminum panel rises from the ground and hermetically seals the building.

Photo: arcspace

Large display cones are embedded into the ground to reveal merchandise without physically obstructing the open street front.

Photo courtesy OMA

Inside the store, a large wooden stair forms a “hill,” a counterpart to the “wave’” in the New York store, that supports an aluminum box floating above the entrance.

photo: arcspace

Photo: arcspace

In the mirrored alcove beneath the stair-hill, the black and white marble floor and the vitrines make reference to the first Prada store from 1913 in Milan.

Photo courtesy OMA

The aluminum box is lined with a new material specifically developed for Prada. Half matter, half air, the “sponge” provides a porous artificial background for the merchandise and further expands Prada’s physical identity in its stores.

Photo: arcspace

The stair is framed with laminated glass fading from translucent to transparent, seemingly shrinking or enlarging the store’s size in response to the presence of customers.
A roof structure spanning the entire third floor admits daylight to the “scenario-space,” where the merchandise is arranged on an open, flexible floor plan.

Photo courtesy OMA

Roller tables and media gates form part of an airport-like display installation that draws reference to today’s omnipresent security procedures. The character of the space is further defined by a mural of wallpaper that allows for simple but radical change of the environment. A soft curtain provides a flexible enclosure and privacy for VIP and personal shopping.

A series of experiential and service-oriented features enhances both functioning and aura of the Prada stores. The dressing rooms are equipped with "magic mirrors”: a plasma screen invisibly built into the large mirror surface that allows customers to see themselves both from the front and the back at the same time. An integrated time delay can even capture and replay movements. The doors are made of Privalite glass that the customer can switch from transparent to translucent and control the privacy of the dressing room. Equipped with RFID (radio frequency identity) antennas, the "garment closet" is able to register merchandize brought into the dressing room and display an inventory of icons on a touch screen. Here, the customer can request more specific information on the clothes, but also browse through alternative items of the collection. On the web-site, the garment closet has its virtual counterpart, the "web-closet," that contains a history of all pieces tried on. The customer can not only built up his personal history and selection of likes, but also order things he tried but didn’t buy in the store.

Image courtesy OMA

Drawing courtesy OMA
First Floor Plan

Drawing courtesy OMA
Second Floor Plan

Drawing courtesy OMA
Third Floor Plan

Total area: 24,000 square feet
retail space: 14,750 square feet
Completed: 2004

Client: Fondazione Prada
Architect: Office for Metropolitan Architecture OMA-AMO
Partners-in-Charge:
Rem Koolhaas
Ole Scheeren
Project Architects:
Eric Chang
Jessica Rothschild
Amale Andraos
OMA Team:
Christian Bandi
Catarina Canas
David Moore
Mark Watanabe
Torsten Schroeder
Jocelyn Low
Keren Engelman
Ali Kops
Jeffrey Johnson
AMO Technology:
Markus Schaefer
Clemens Weisshaar
Reed Kram
AMO Content:
Nicolas Firket
Michael Rock
Joakim Dahlqvist
Reed Kram
Stephen Wang
Richard Wang
Sung Kim, Dan Michaelson
Leigh Devine
Executive Architect: Brand+Allen Architects, San Francisco
Structure: Arup, Los Angeles

Rem Koolhaas OMA arcspace features

May 7, 2007





				Features
		OMA Rem Koolhaas Prada Epicenter Beverly Hills, California Photo: arcspace The Beverly Hills Prada Epicenter’s most remarkable feature is the absence of a facade; the entire width of 50 feet along Rodeo Drive opens up to the street, without a traditional storefront or glass enclosure, inviting the public to enter the building. Photo: arcspace Climatic separation is achieved through an environmentally responsive air-curtain system that profits from Los Angeles’ pleasant weather. At night, an aluminum panel rises from the ground and hermetically seals the building. Photo: arcspace Photo: arcspace Large display cones are embedded into the ground to reveal merchandise without physically obstructing the open street front. Photo courtesy OMA Photo courtesy OMA Inside the store, a large wooden stair forms a “hill,” a counterpart to the “wave’” in the New York store, that supports an aluminum box floating above the entrance. photo: arcspace Photo: arcspace In the mirrored alcove beneath the stair-hill, the black and white marble floor and the vitrines make reference to the first Prada store from 1913 in Milan. Photo courtesy OMA The aluminum box is lined with a new material specifically developed for Prada. Half matter, half air, the “sponge” provides a porous artificial background for the merchandise and further expands Prada’s physical identity in its stores. Photo: arcspace Photo: arcspace Photo: arcspace The stair is framed with laminated glass fading from translucent to transparent, seemingly shrinking or enlarging the store’s size in response to the presence of customers. A roof structure spanning the entire third floor admits daylight to the “scenario-space,” where the merchandise is arranged on an open, flexible floor plan. Photo courtesy OMA Photo courtesy OMA Roller tables and media gates form part of an airport-like display installation that draws reference to today’s omnipresent security procedures. The character of the space is further defined by a mural of wallpaper that allows for simple but radical change of the environment. A soft curtain provides a flexible enclosure and privacy for VIP and personal shopping. A series of experiential and service-oriented features enhances both functioning and aura of the Prada stores. The dressing rooms are equipped with "magic mirrors”: a plasma screen invisibly built into the large mirror surface that allows customers to see themselves both from the front and the back at the same time. An integrated time delay can even capture and replay movements. The doors are made of Privalite glass that the customer can switch from transparent to translucent and control the privacy of the dressing room. Equipped with RFID (radio frequency identity) antennas, the "garment closet" is able to register merchandize brought into the dressing room and display an inventory of icons on a touch screen. Here, the customer can request more specific information on the clothes, but also browse through alternative items of the collection. On the web-site, the garment closet has its virtual counterpart, the "web-closet," that contains a history of all pieces tried on. The customer can not only built up his personal history and selection of likes, but also order things he tried but didn’t buy in the store. Image courtesy OMA Image courtesy OMA Image courtesy OMA Drawing courtesy OMA First Floor Plan Drawing courtesy OMA Second Floor Plan Drawing courtesy OMA Third Floor Plan Total area: 24,000 square feet retail space: 14,750 square feet Completed: 2004 Client: Fondazione Prada Architect: Office for Metropolitan Architecture OMA-AMO Partners-in-Charge: Rem Koolhaas Ole Scheeren Project Architects: Eric Chang Jessica Rothschild Amale Andraos OMA Team: Christian Bandi Catarina Canas David Moore Mark Watanabe Torsten Schroeder Jocelyn Low Keren Engelman Ali Kops Jeffrey Johnson AMO Technology: Markus Schaefer Clemens Weisshaar Reed Kram AMO Content: Nicolas Firket Michael Rock Joakim Dahlqvist Reed Kram Stephen Wang Richard Wang Sung Kim, Dan Michaelson Leigh Devine Executive Architect: Brand+Allen Architects, San Francisco Structure: Arup, Los Angeles Rem Koolhaas OMA arcspace features May 7, 2007