The Prada Epicenter on Rodeo Drive in Los Angeles stands in a specific relation to the New York store through its horizontality and the need to connect two floors. In New York a 'wave' in the floor rolls down towards the basement; in LA a wooden plane folds up and creates a symmetrical 'hill' that supports a floating aluminium box on the second floor. Inside this volume, the main store program is organized along the perimeter.


The façade on Rodeo Drive is literally non-existent – without the classical storefront and glass enclosures, the entire width of the store opens up to the street and merges public with commercial space. Climatic separation is achieved through an air-curtain system, invisible security antennas guarantee the control of the store. At night, an aluminium panel rises from the ground and seals the building. The third floor is dominated by the 'scenario space': an open floor plan that is used for changing display arrangements, like an extended idea of a display window, offering ways to present clothes beyond the presence of rails and shelves.