| projects for prada: works in progress - herzog & de meuron and OMA / AMO rem koolhaas ............................................................................................ | |||
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 ......................... shop .................. competitions .............. education ................ interviews ................... snapshots ................... history .......... contemporary
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| works in progress | |||
| stores, offices, factories new york, los angeles, san francisco tokyo, terranuova, arezzo (projects by herzog & de meuron and OMA / AMO - rem koolhaas) prada - milan from 2 march to 8 april 2001 --- prada's new show space of around 1,000 square metres, which opened last autumn for the collections, exhibit some of the elements that are going to make up the individual projects: drawings, samples of experimental materials and colours, photographic images, posters, models, full- scale reproductions of structural components and furnishings, slide projections, video tapes, films. the idea behind the exhibition is to display the conceptual stages of the different projects by the association 'H&deM' / herzog & de meuron (basel 1978), founded by jacques herzog (basel 1950) and pierre de meuron (basel 1950) and 'OMA / AMO', office for metropolitan architecture (founded in rotterdam in 1975) and headed by rem koolhaas (rotterdam, 1944) for prada shops, offices and industrial structures around the world. --- these two firms were commissioned by prada for their innovativeness, their creativity and their experience in order to create a 'prada universe'. the basic idea is to reshape both the concept and function of shopping, pleasure and communication, to encourage the meshing of consumption and culture. for prada and these two architecture firms, shopping has become the center of a cultural debate, because the act of shopping has become so central to our lifestyle. small, separated shops have given way to department stores, shopping malls, and shopping itself has become a ubiquitous form of entertainment which can be done anywhere and everywhere: airports, museums, and so on. --- herzog & de meuron prada's involvement with the renowned architecture firm herzog & de meuron (architects preferred by patrizio bertelli) has certainly not been a classic client-architect relationship, rather it has gone beyond the traditional boundaries of architecture and fashion. the studio is famous for its research into the fusion of traditional and experimental elements while using standard materials and shapes to give them new life. on show are models and materials of the projects of the the main headquarter of prada usa of 10,000 square metres, the tokyo prada store of 2,8 square metres and the prada production center in terranuova, arezzo. --- OMA / AMO - rem koolhaas on the other hand, the studio OMA / AMO - rem koolhaas (architect preferred by miuccia prada), has designed the three new prada stores to open in the usa by 2002, which translate into architectural terms the new concept of shopping. (new york prada store 2,100 square metres / los angeles prada store 1,900 square metres / san francisco prada store 4,000 square metres) based on the 'harvard gsd guide to shopping', a two-year student-based research project, on the current state and future implications of shopping in the world, koolhaas carried out in 1999. the AMO research group works in parallel with the design projects and is involved in a wide range of sectors, from media (koolhaas' studio is also working on the prada website, which will be online only at the end of this year.) to finance, art and technology. the debate regarding the relationship between architecture and commerce, culture and human behavior has begun. --- the exhibition is accompanied by two prada publications: the first volume, dedicated to OMA /rem koolhaas was produced especially for this event; the second, dedicated to herzog & de meuron will be available by the end of the year. all images courtesy prada - new york prada store: broadway/prince street, end of 2001 - los angeles prada store: rodeo drive, end of 2001] - san francisco prada store: post street/grand avenue, end of 2002 - tokyo prada store: 5-2-6 minami-ayoama, minato-ku, end of 2002 --- more on prada stores --- ‘forget the shoes, prada's new store stocks ideas’ the new york times(free registration-required) we could learn a lot now from european efforts to weave art, philosophy and politics into a more supple social fabric. shop! there was also a rumor that prada might back mr. koolhaas as a candidate for a seat in the italian parliament… http://www.nytimes.com/2001/12/16/fashion/16PRAD.html --- ‘a disneyland for fashion hounds and design fans.’ core77 there were some non-interactive screens displaying cool esoteric, lifestyle image and motion stuff hung among the clothes. http://www.core77.com/psimages/ps.html ---  ------- monthly designboom newsletter ------- ------- ? comments and contact us ? ------- |
all images courtesy prada   L.A. prada store (OMA -AMO)   a view on the exhibition    tokyo prada store by herzog & de meuron  new york prada store by r. koolhaas/oma  prada production center, terranuova, arezzo by herzog & de meuron |
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