At Prada, fashion is art

More than a fashion brand, this is a lifestyle. This is essent-ially the message that Prada wishes to communicate, starting with its stores which stage chic universes of experience. For its boutique in Soho, New York, the Milanese luxury brand did not hesitate to take on the services of a great Dutch architect, Rem Koolhaas. Surely such a step implies that fashion is art? The inter-ior resembles a wave on several storeys, featuring a circular glass elevator at the centre of the boutique, while screens displayed throughout the space add a hi-tech touch. Above all, the glass doors of the fitting rooms, once closed, become opaque from the outside and act as mirrors from the inside.