Type of bind: Paperback
Dewey Decimal Number: 725
EAN num: 9788887029185
ISBN number: 8887029180
Label: Fondazione Prada
Manufacturer: Fondazione Prada
Quantity: 1
Page Count: 600
Printing Date: 2001
Publishing house: Fondazione Prada
Release Date: July 02, 2001
Sale Popularity Level: 943898
Studio: Fondazione Prada
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Product Description:
With his inimitable style and unique view of architecture and design in the international urban milieu, Dutch architect Rem Koolhaas presents his theories and designs for Prada stores in New York, Los Angeles, San Francisco, and Tokyo. After musing over ideas about branding, expansion, tourism, and workspace, Koolhaas launches into the specifics of his plans for the stores, including an exploration of the expanded and architecturally integrated role of information technology. With each store presented in a discrete section full of maps, photographs, digital imaging, collages, and models, Koolhaas's complex working methods and thought processes are revealed layer by layer. Indefinite expansion represents a crisis . . . it spells the end of the brand as a creative enterprise. But expansion can also be used for a strategy of permanent redefinition of the brand. By introducing two kinds of stores--the typical and the unique--the epicenter store becomes a device that renews the brand by counteracting and destabilizing any received notion of what Prada is, does, or will become. --Rem Koolhaas Museums, libraires, airports, hospitals, and schools are becoming increasingly indistinguishable from shopping. Their adoption of retail for survival has unleashed an enormous wave of commercial entrapment that has transformed museumgoers, researchers, travellers, patients, and students into customers. What if the strategy were to reverse the equation, so that customers were no longer identified as consumers, but recognized as researchers, students, patients, museum goers? What if the shopping experience were not one of impoverishment, but of enrichment? --Rem Koolhaas
Edited by Rem Koolhaas, Jens Hommert & Michael Kubo. Foreword by Miuccia Prada & Patrizio Bertelli.
6.5 x 8.25 in.
575 colour illustrations
Amazon.com Review:
Dutch architect Rem Koolhaas's firm, OMA, and Italian fashion house Prada have a lot in common: They both existed for years before they became the pets of the American moneyed elite in the mid to late 1990s. They both eschew conventional notions of what's elegant or pleasing to the eye--Koolhaas's designs often look like post-industrial origami, and Prada's like uniforms for a really chic neo-Fascist army. Most of all, they're both poised for a transition from designerati darlings to global household words.
For all of these reasons, one supposes it's fitting that Miuccia Prada sought out Koolhaas and associates to design three new 'epicenter' stores for the company--in New York, Los Angeles, and San Francisco--and to create Prada's Web site. They've documented that collaboration in this hefty, molto stile paperback that illustrates how they've rethought the shopping experience in ways both high-flown (in NYC, a shoe section that converts to a theater for performances and other 'non-shopping events'; an electronic customer-identification/service system that either promises or threatens to track shoppers and their 'needs' more closely than the FBI's) and cleverly common-sensical (dressing rooms with simultaneous, digitally-produced front, back and side-views, phones for requesting another size, and walls you can shift from translucent--so you can model for your friends--to frosted, for privacy).
Design-wise, the stores say 'Koolhaas' as we know him so far--the facade of the San Francisco one, for example, is all perforated-looking metallic grids, and elsewhere there are shiny, swooping ceilings and walls, plus glass elevators that hover among glass floors like huge floating rooms. But most of what we see in this book is funky, moody photography of the sites' models, thickly populated by white figurines with the same unsmiling hauteur of Prada's sexy real-life runway models (not enough of which are featured here, by the way). The book's minimal text, though boldly designed, strikes a strange note somewhere between the usual half-cryptic semio-speak of Koolhaas's other books, and the oppressive language of corporate self-promotion ('Our ambition is to capture attention and then, once we have it, to hand it back to the customer.'). But then, isn't that as it should be? With both Koolhaas and Prada, you often suspect that their recent stranglehold over American fashionistas and theory-queens alike is of great amusement to them. Between these pages, the joke once again might be on us, but who can't take a little joke when it's as stylishly presented as it is here?--Timothy Murphy
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Rated by buyers 
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The content and design of this thick book is great. Unfortunately the quality of the manufacture of this book in no way reflects the merchandise produced by PRADA. Prior to removing the book from the shrink-wrapped plastic it was obvious that a stain from the glue had soaked thru the cover. After reading the volume for about 30 minutes the cover completely seperated from pages. Utterly disappointing.
Rated by buyers 
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It seems like Koolhaas can never get out of graphic design architecture. At one point he became interesting but is now becoming like fashion designers where trend and surface have more meaning. Perhaps, he should quit architecture and become a graphic or fashion designer. Delirious Koolhaas.
The Prada Boutique in Beverly Hills is quite nice. I recommend seeing his real buildings instead of buying books and if you have to buy his books, I recommend you very first read "Delirious New York" and look at his competition entries for Park de la Villette and early works.
Rated by buyers -
enough with the picture books and a little more substance please. i enjoy koolhaas but he is making more money on books than his buildings. the prada store sucks and he is becoming a sellout. spend your money on something else or save it because all of his new books are garbage. just because you have a lot of pictures and images does not mean you should put it into one UNEDITED book.
Rated by buyers 
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The other review here is quite good and explains the book quite nicely, so I will try not to be redundant. But I really found this book brilliant from a retail sales standpoint. I once had a professor of music history ask the question, "what can music be?", and this book asks the similar question of "what can shopping be?" Much credit has to be given to Prada for their investment of time and money into projects that really stretch the boundaries of the luxury shopping experience (and thanks to Rem Koolhaas and OMA/AMO for their incredible designs). And to prove that all these concepts are not merely theorized ideas neatly bound in a book, you simply need walk into the Prada SoHo 'Epicenter' store to see what it's all about.
Rated by buyers 
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Do you love Prada? Do you hate Prada? Does the sight of those mint purple walls and that little metallic triangle bring you a rush of assurance? Or does it intimidate the hell out of you?
One thing you'll conclude by the time you wallow through "Projects For Prada Pt 1" brought to you by Oma/Amo's Rem Koolhaas and the Fondazione Prada Edizioni, is that Prada IT is certainly not resting on their laurels.
Speaking of laurels, if you have always suspected the Prada company as being somewhat imperial (in the very Roman sense of the expression) then "P for P 1" is going to do very little to dispel your paranoia. In fact it'll probably amplify it. Big time.
A mere six pages in and you're hit full frontal with the boldfaced word "Expansion" before being treated to a hilarious series of conceptual maps that poses the idea of Prada vs Population, Prada vs GDP, Prada vs National Debt before concluding with the totalitarian proposition of "Prada World".(What you wouldn't give to see the look on Patrizio Bertelli's face when he saw that in the proofs .)
From that ambitious point, as they say in the streets, It's on.
The section titled "Tourism" treats you to what is in essence an exploded view of the brand's flagship store in Milan, the Prada workspace (showroom, buyer's space, prototypes. )
You then segue into an elegant distillation of Koolhaas's idea of where the Prada brand could legitimately evolve, from what the brand's idea of luxury is (or is that " will be"), to the indispensable visual elements that all the stores should carry.
After all the preamble you finally get to the nitty gritty of what Koolhaas plans for each Prada store slated to be opened in New York, Los Angeles and San Francisco.
And that means the already infamous shoe theater in NY, the underground shop windows of LA and most architectually daunting of all, the eight story Prada tower in SF complete with a mind boggling swiss-cheese facade.
And Rem's not done with you yet.. The perverse video outakes of the behind the scene meetings , a terribly abstract series on the proposed materials for the shops his flowcharts on where Koolhaas intends to take the Prada web-site and terrifying details like RFID tags for the purposes of inventory control,point of sales efficency and theft control (Damn!) .
The idea of a high-tech Prada loyalty card is brand perfect , as are the futuristic dressing rooms , kiosks and in-store display panels.
Of course Koolhass wouldn't be Koolhaas without the naughty and unlikely gestures (Prada vomit?), the out-there propositions for ad campaigns or that sustained idee fixe of the "Prada army" . But that facetiousness is totally within the Koolhaas program. After all this is the man who gleefully designed the ...Hermitage Guggenheim AND Guggenheim Las Vegas museums.
Whether meant ironically or in scary earnest the book does lay bare the brutality and the complexity of both Koolhaas' and Prada's ambition. Somebody who knows these things once told us that Prada Sport does not seek to compete with other designer lines, but rather, has its sights set on Nike . And reading P for P Pt 1 has completely persuaded this reader that sentiments such as these are characteristic of Prada culture.
The Prada store as the Disney-world for millionaire semioticians the world over, intellectual perversity as the ultimate luxury proposition, Rem Koolhaas for sale to the culture -at large. These questions and more will riddle you as you go deeper into....PRADAWORLD
But whatever side issue that will swarm in the wake of this book, one things for sure. It sure is rife with some killer one-liners.(E.G "Luxury is Rough." Amen to that!)
Every designer should have it by the bedside just to help them get that competitive spirit cracking . The world's most famous architect as the driest stand up comedian ever. Who would have thought.
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