Prada Epicenter Los Angeles

Prada LA by Rem Koolhaas and Ole Scheeren © OMA

The LA condition unconditioned – artificial meets natural, private meets public, luxury meets openness.

Project:

Prada Epicenter Los Angeles

Type:

Retail, Branding

Status:

Commission 2000; Completion 2004

Client:

Prada (I.P.I. USA Corp.)

Location:

343 Rodeo Drive, Beverly Hills

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More Information

Site:

Lot on Rodeo Drive

Scale:

1,900 m2

Program:

Flagship Store
Prada_LA_01_exterior
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Prada_LA_04_sponge
Prada_LA_05_pradalavoid
Prada_LA_06_interior
Prada_LA_07_pradala_aclove_nowhiteline
Prada_LA_08_displaycone
Prada_LA_09_exterior02

Project Description

The Prada Epicenter on Rodeo Drive in Los Angeles is a new construction rather than a conversion, but shares a commonality with the New York Prada Epicenter: how to engage and draw people through a multi-storey retail environment. In New York, two floors are connected by carving a “wave” that descends to the basement. In LA, the floor steps upwards in a symmetrical “hill” that brings visitors into a floating aluminum box on the second floor. Inside this hermetic volume, the walls are lined with a custom-designed three-dimensional “sponge” wall that surrounds the main selling area. The third floor opens up horizontally to the sprawl of LA, while a skylight, running the entire width and length of the floor, brings abundant daylight into the space and three-story internal atrium that connects all floors.

The façade on Rodeo Drive is literally non-existent – without the classical storefront and glass enclosure, the entire width of the store is open to the street and merges the public with commercial space. The second floor façade is a single uninterrupted piece of aluminum, without articulation, and stands in stark contrast to the neighboring ornamental facades on Rodeo Drive. Clear glass floor windows are cut into the wood floor at the entrance to draw the attention of passerby with views into underground “display cones” of glowing translucent fiberglass. In the evening, an aluminum wall rises from the ground and seals the building.

The Prada Epicenter in LA extends the technological innovations of the New York Epicenter, but rethinks how a commercial space can both challenge and integrate itself into the specific context of Beverly Hills. The design demonstrates how a sense of luxury can be redefined through austere and understated boldness; how this approach maintains an identity while expanding its audience; and how exclusivity can be redefined through openness.

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View Project Credits

Design Team:


Design Architect:

OMA, Rotterdam

Executive Architects:

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

Structure:

Arup, USA

Building Services:

Arup, USA

Façade:

Front, New York

Lighting:

Kugler Tillotson Associates

Material R&D:

Panelite / Werkplaats de Rijk / RAM Contract / Chris van Duijn

Curtains:

Inside-Outside

Hydraulic Wall:

Hamilton Engineering

Photographs Slideshow:

Various Photographers, Courtesy of OMA