PRADA LOS ANGELES, USA, LOS ANGELES, 2004
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| Prada Epicenter store on Rodeo Drive Beverly Hills |
By OMA © All rights reserved
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The Prada Epicenter on Rodeo Drive in Los Angeles stands in a
specific relation to the New York store through its horizontality
and the need to connect two floors. In New York a 'wave' in the
floor rolls down towards the basement; in LA a wooden plane folds
up and creates a symmetrical 'hill' that supports a floating
aluminium box on the second floor. Inside this volume, the main
store program is organized along the perimeter.
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The façade on Rodeo Drive is literally non-existent - without the
classical storefront and glass enclosures, the entire width of the
store opens up to the street and merges public with commercial
space. Climatic separation is achieved through an air-curtain
system, invisible security antennas guarantee the control of the
store. At night, an aluminium panel rises from the ground and seals
the building. The third floor is dominated by the 'scenario space':
an open floor plan that is used for changing display arrangements,
like an extended idea of a display window, offering ways to present
clothes beyond the presence of rails and shelves.
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FACT SHEET
Project: Prada Los Angeles Epicenter Status: Commission 2000. Completion 2004 Client: Prada (I.P.I. USA Corp.) Location: 343 Rodeo Drive, Beverly Hills Site: Lot on Rodeo Drive Program: 1,900m2: New Epicenter store
COLLABORATORS
Associate Architect: Brand+Allen Architects, San Francisco: Steve Lochte, Koonshing Wong, Ingrid Schoenlank, Leslie Sung, Ken Bishop, Amy Kimura, David Lee, Hope Mitnick, Brian Nee, Patricia Tjandrawinata MEP & Structural: Ove Arup & Partners USA Lighting: Kugler Tillotson Associates Material R&D: Panelite / Werkplaats de Rijk / RAM Contract / Chris van Duijn Curtains: Inside-Outside Facades: Dewhurst McFarlane Hydraulic Wall: Hamilton Engineering
PRESS
New York Times, 15 July 2004 The Times, 18 July 2004 The Observer, 18 July 2004 The Guaridan, 20 July 2004 Building Design, 06/08/04 Parachute #113, 2004 A+U #406, 07/04 Fashion Week Daily, 23/06/04 The Observer, 18/07/04 The Guardian, 20/07/04 Womens Wear Daily, 19/07/04 The Sunday Times 18/07/04 de Volkskrant, 18/08/04 Los Angeles Times, 14/07/04 Vanity Fair, 29/07/04 il Giornale, 04/07/04 Blueprint #211, 09/03 AMC le Moniteur Architecture #135, 06-07/03 Frame #34, 09-10/03 Icon #16
CREDITS
Partners in charge: Rem Koolhaas, Ole Scheeren Project Architects: Jessica Rothschild, Eric Chang Team: Amale Andraos, Christian Bandi, Catarina Canas, Chris van Duijn, Keren Englman, Ali Kops, Jocelyn Low, David Moore, Torsten Schroeder, Mark Watanabe
OMA COLLECTION
The project material for Prada Los Angeles is part of the OMA Collection. The Office for Metropolitan Architecture and AMO accommodate their archives and project material including detailed drawings, models, sketches and any related material under scientific conditions. The OMA Collection is based in Rotterdam, the Netherlands and strictly limited accessible. A restricted amount of scientific research is granted and researchers can receive direct access to the collection in Rotterdam or receive requested material. The OMA Collection will invoice made costs for research and material. |
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