Prada Transformer
(2 vote, 70.00% worth checking out) Gyeonghui Palace Garden
1-126, Sinmunno 2ga
Seoul
Jongno-gu
Korea
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Building names(s): Prada Transformer
Architect/Designer: OMA
architect website:
Images:
Completion date: 2009
function(s): fashion, pavilion, retail
opening hours: now till the 24 May 2009
Tues-Wed 12:00 – 18:00
Thurs-Sun 12:00 – 20:00
Cost: Admission is free (reservations essential @ website or infoline: +82 273744772)
website: www.prada-transformer.com
The opening event in the pavilion is an exhibition of skirts designed by Miuccia Prada. Titled Waist Down, the exhibition was designed by OMA’s think-tank, curatorial, and publishing unit AMO. On 26 June, the pavilion will be flipped to accommodate a film festival co-curated by Alejandro González Iñárritu, the Oscar-winning director of Babel (2006), and the critic Elvis Mitchell.Another flip will take place on 30 July, transforming the pavilion into a gallery for an exhibition by Swedish artist Nathalie Djurberg, curated by Germano Celant, the artistic director of the Prada Foundation in Milan. The closing event of the pavilion is a Prada fashion show for 500 guests.
1 comment/review
Rachel Blunstone says:
Apr 30, 2009
The pavilion – a temporary structure that has to be picked up with three cranes in order to rotate and transform the structure – will accommodate a variety of events in its opening three months including a fashion exhibition, a film festival, an art exhibition, and finally a Prada fashion show.
Designed by OMA’s research, curatorial and publishing unit AMO, the opening event titled Waist Down, will exhibit skirts designed by Miuccia Prada.
The 20-metre high Prada Transformer is located adjacent to the 16th Century Gyeonghui Palace in the centre ofSeoul. The pavilion consists of four basic geometric shapes – a circle, a cross, a hexagon, a rectangle – leaning together and wrapped in a translucent membrane. Each shape is a potential floor plan designed to be ideal for the cultural programming unfolding over the next three months: a fashion exhibition, a film festival, an art exhibition, and finally a Prada fashion show. Walls will become floors and floors will become walls as the pavilion is flipped over by three cranes after each event to accommodate the next.
Rem Koolhaas explained the idea behind the Prada Transformer: “Rather than having one average condition, we conceived a pavilion that, by simply rotating it, acquires a different character and accommodates different needs.” Koolhaas added: “The project is exciting to us because it is the first hybrid between Prada fashion and the Prada Foundation.”