What Comes After Prada? - An Interview with Ole Scheeren of OMA

On its opening, the Prada shop in New York took the professional world by surprise and put the fashion company in the headlines around the world. Designed by OMA (the Office for Metropolitan Architecture headed by Rem Koolhaas), the shop is based on an overall concept that goes far beyond the creation of individual flagship stores. OMA takes a global approach to the Prada epicentres. They incorporate state-of-the-art technology that helps to extend the confined sales space by virtual means. Ole Scheeren, the partner responsible for the Prada project, talks about the scope and limitations of this concept, about a new boutique in Los Angeles and new projects in China, as well as the working methods of the OMA office.