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6.
international festival for architecture in video |
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introduction
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 In 1999 PRADA commissioned Rem Koolhaas and his architecture firm OMA to design three new, big stores in New York, San Francisco, and Los Angeles. These stores were conceptualized as "epicenters": areas for explosive freedom and exploration within the larger, unified whole. Early on in the process OMA and its sister firm AMO recognized a need to extend PRADA's presence using information technology. AMO is a company that applies architectural thinking to projects in media, technology, culture, and politics. For the PRADA projects, AMO assembled an international team of designers, researchers, filmmakers, and implementers in an attempt to rethink the possibilities offered to a large brand through contemporary media. The first built example of this work opened in December 2001 at the corner of Prince and Broadway in New York City. The visitor to the Soho store is surrounded by a dynamic, vibrant environment enhanced through the use of technology: on the one hand given better service and more options, on the other challenged by new ideas about shopping. Interaction designer Reed Kram and industrial designer Clemens Weisshaar, both working with AMO in the development of the store, have designed an exhibition documenting the work in process. credits: PRADA OMA/AMO Research: OMA/AMO, Bruce Mau Design Architecture New York: OMA, Display Systems-OMA, Material Research and Development-OMA, Panelite, Werkplaats de Rijk, Wallpaper-2x4, Curtains-Inside Outside, Architecture Research Office, Structural-Leslie E. Robertson Engineers, MEP-Ove Arup & Partners, Lighting-Kugler Tillotson Associates, Elevator-Edgett Williams Consulting, FF&E-Ludwig Seufert GmbH, Wolz Contractors-Richter & Ratner, Botto, Bunker Sheet Metal, Brothers Insulation, Williams Spec.Ser., Cunningham Duct, Polo, Lido, Wesco-Lutron, Abco Peerless, MTA, RCC, Robbins, T2 Steel, Mannesmann, Hoffend, Morestar, Cord, DDMA, EMI, Sherland, Haywood Berk, DCI Metro, Joseph Corcoran, Urban, Spring, Shuldiner, Natstasi Thyssen, Iros, Langan, Vollmer, United Drilling, Waldof, Testwell, Maspeth Welding, Apa Restoration, Inter F.D. Abalane, Const. Waterpfers Architecture Los Angeles: OMA, Brand+Allen Architects Architecture San Francisco: OMA, Brand+Allen Architects Instore Technology: AMO, OMA, kramDESIGN, Weisshaar Industrial Design, IDEO, Icon Medialab, Scharff Weissberg, Shen Milsom & Wilke, KTP Content Production: AMO, kramDESIGN, 2x4 |
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