Prada’s Premonition: Taking Over Times Square

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Prada Piano Building Times Square New York

Prada made history on Friday by presenting its Resort 2019 collection in New York City at its headquarters there—an old Times Square piano factory that was renovated by the acclaimed Herzog & de Meuron architecture firm in 2000. The space was updated with an innovative runway that both reflected the city around it and projected the themes of the new collection. Under the theme of “Premonition,” an array of references, from within and outside of Prada’s historical innovations, make up #PradaResort19.

Prada resort collection - Kaia Gerber

According to Prada, the show took place on the building’s 7th floor, “a naked structure with its expressive concrete pillars becomes visible: a space of powerful sculptural beauty. The space is kept as open and empty as possible for the fashion show. Only one new element is added to the space: large floating panels, adapted from the size of the existing windows that define the space from the outside. The semi-transparent panels reflect the cityscape outside and thus transfer images of the real city deep inside the space of the show. In addition to the real image of the city, other images of virtual cityscapes are projected onto the boards. The models, including Kaia Gerberg, walking the runway also appear on the surface of the panels. The result is an intriguing mix of inside and outside, of analogical and virtual realities. Artificial light enhances reflection and transparency within the red, dark silver, and black show space. To enhance the artificiality and to contrast with the sunset outside red panels and a lighting system installed on the windows create an ‘augmented sunset’ atmosphere.”

The show mirrored New York’s frenetic energy, and the layered effect continued in Times Square, where it was streamed live. See the full collection here.

#PradaResort19 takes place on floor 7. Here, the building’s naked structure with its expressive concrete pillars becomes visible: a space of powerful sculptural beauty. The space, designed by @herzogdemeuron, is kept as open and empty as possible for the fashion show. Only one new element is added to the space: large floating panels, adapted from the size of the existing windows that define the space from the outside. The semi-transparent panels reflect the cityscape outside and thus transfer images of the real city deep inside the space of the show. In addition to the real image of the city, other images of virtual cityscapes are projected onto the boards. The models walking the runway also appear on the surface of the panels. The result is an intriguing mix of inside and outside, of analogical and virtual realities. Artificial light enhances reflection and transparency within the red, dark silver, and black show space. To enhance the artificiality and to contrast with the sunset outside red panels and a lighting system installed on the windows create an “augmented sunset” atmosphere. Experience the space designed by #herzogdemeuron via link in bio.

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