Photo Attilio Maranzano. Courtesy Fondazione Prada
2 Mar – 8 Apr 2001

Fondazione Prada presented an exhibition dedicated to projects by the architects Herzog & de Meuron (Basel) and OMA/Rem Koolhaas (Rotterdam) for Prada: four new shops in New York, Los Angeles, San Francisco and Tokyo, plus new offices in New York and industrial structures in Arezzo, Tuscany.

A series of big display tables featured architectonical models, full-scale reproductions of structural components and furnishings, samples of colors and experimental materials, photographic documentations, slide projections and videos.

The preview of the projects, conceived by architects Herzog & de Meuron and OMA/Rem Koolhaas as a work in progress, was made possible thanks to Prada’s awareness that the language of shopping has become an integral part of today’s way of living. A universe where culture and consumption are intermingled and that is open to a conceptual reinterpretation of the places devoted to pleasure for consumerism, shopping and communication.

Venue of the exhibition: Fondazione Prada, via Fogazzaro 36, Milan