Shop Conversion in New York

This shop in SoHo, the first of three in the US in which Rem Koolhaas is realizing new sales concepts for the Milan fashion company Prada, is designed as an experimental shopping environment and a space for various events. Accommodating up to 200 persons, itcan be transformed at night into a venue for the arts, with facilities for film showings, various performances and lectures. The stage for these events is formed by a large wave-like flight of stairs that sweeps down from the entrance level. During the day, the steps are used to display shoes and handbags. At night, they serve as seating. On the opposite side, the wave sweeps up again in the form of a smooth, curving ramp, from which a platform can be folded out. A narrow staircase atthe side leads to sales areas at the rear, where clothing and accessories are suspended in space in mesh cages. These digitally controlled elements run along tracks in the ceiling and can be drawn aside when special events are held. In the basement, there are further sales areas, a cosmetics department and changing cubicles. At the press of a button, the transparent walls of the cubicles can be transformed into opaque surfaces. By a process of digital visualization, a “magic mirror” allows customers to see themselves from all sides in slow motion in playback. Simulated lighting conditions also enable one to judge how clothing will look in sunlight and at night.