KRAM/WEISSHAAR

PRADA INSTORE TECHNOLOGY

© AMO

PRADA INSTORE TECHNOLOGY

Working in collaboration with Rem Koolhaas/OMA-AMO, from 1999 to 2004, Clemens Weisshaar & Reed Kram researched, designed and prototyped a range of technology for Prada’s flagship Epicentre stores in New York and Los Angeles.

Many of these technologies had never been seen before in a retail context, and certainly not in a high-end fashion space. Over a period of five years, the range encompassed ‘Magic Mirror’ interactive changing rooms allowing customers to see themselves from multiple angles delayed in time; RFID tags on clothes allowing the customer to call up the designer’s sketches, fashion runway and production videos from the factory floor for a given product; aluminium ‘Ubiquitous Displays’ hanging among clothing racks; ‘Prada Interactive Privalite Walls’ with an opacity that reacts to a customer’s movements through the store; and the ‘Headline Karaoke’ and ‘Digital Theater’ custom softwares which created realtime collages based on news rss feeds, and were shown at the Prada SS/05 catwalk show in Milan.

Date1999 - 2004
LocationSoHo, New York & Beverly Hills, LA
ClientPRADA & OMA
© AMO
24" Ubiquitous Display, 2001, suspended on a hook with merchandise, shows catwalk video of a dress scanned by the staff RFID system
24" Ubiquitous Display shows the designer's sketches of the same dress and related looks
24" Ubiquitous Display, 2001, suspended on a hook with merchandise, shows catwalk video of a dress scanned by the staff RFID system
24" Ubiquitous Display shows the designer's sketches of the same dress and related looks
Prada Interactive Atlas allows the user to browse the new Epicenter Stores in New York, Los Angeles and Tokyo and all of the Prada Stores worldwide
The Interactive Atlas shows the relationships between Prada stores worldwide and overriding cultural conditions
Prada Interactive Atlas allows the user to browse the new Epicenter Stores in New York, Los Angeles and Tokyo and all of the Prada Stores worldwide
The Interactive Atlas shows the relationships between Prada stores worldwide and overriding cultural conditions
Prada Interactive Atlas in the Soho Epicenter Store in New York City, December 2001.
Interactive Atlas allows the user to view Prada stores by the size of the store and the distance from the nearest airport
Prada Interactive Atlas in the Soho Epicenter Store in New York City, December 2001.
Interactive Atlas allows the user to view Prada stores by the size of the store and the distance from the nearest airport
Prada Interactive Atlas shows the relationships between Prada stores worldwide and cultural conditions: climate zones, worldwide trade, population, internet traffic, counterfeit fashion trade routes, and other global brands
The Interactive Atlas is projected onto an inclined surface. The user interacts with the Atlas by moving his hand over the surface. A high definition camera in the ceiling overhead monitors the movements of the user.
Prada Interactive Atlas shows the relationships between Prada stores worldwide and cultural conditions: climate zones, worldwide trade, population, internet traffic, counterfeit fashion trade routes, and other global brands
© AMO
The Interactive Atlas is projected onto an inclined surface. The user interacts with the Atlas by moving his hand over the surface. A high definition camera in the ceiling overhead monitors the movements of the user.
Design for transparent Prada USB Key, 2003
Design for transparent Prada USB Key, 2003
Prada Interactive Privalite Walls, Beverly Hills 2004.
Prada Interactive Privalite Walls, Beverly Hills 2004.