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Rem Koolhaas OMA/AMO - Projects for Prada Part 1 ^ Paperback – Illustrated, 1 Jan 2001

5.0 out of 5 stars 1 customer review

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Product details

  • Paperback: 600 pages
  • Publisher: Prada; illustrated edition edition (1 Jan. 2001)
  • Language: English
  • ISBN-10: 8887029180
  • ISBN-13: 978-8887029185
  • Product Dimensions: 16.5 x 4.3 x 21.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,369,855 in Books (See Top 100 in Books)

Product Description

About the Author

Rem Koolhaas is a co-founder of the Office for Metropolitan Architecture. Having worked as a journalist and script writer before becoming an architect, in 1978 he published Delirious New York. In 1995, his book S, M, L, XL summarized the work of OMA and established connections of contemporary society and architecture. Amongst many international awards and exhibitions he received the Pritzker Prize (2000) and the Praemium Imperiale (2003).

Michael Kubo is Teaching Associate in Architecture at Harvard University Graduate School of Design and the US Director of ACTAR. He graduated with an M.Arch from the Harvard Graduate School of Design, and with a B.A. in Architecture from the University of Massachusetts-Amherst. With ACTAR, he is the editor of Desert America: Territory of Paradox (2006), Verb Conditioning (2005), Seattle Public Library (2005), Verb Connection and Verb Matters (2004), Phylogenesis: FOA's Ark (2003), and The Yokohama Project (2002). He previously collaborated with Rem Koolhaas and OMA / AMO as Associate Editor for the Harvard Guide to Shopping (2001), Great Leap Forward (2001), and Mutations (2000).

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By A Customer on 21 July 2002
Format: Paperback
The book slots you straight into the mind of the OMA/AMO teams design metholodgy, behind the four year long New York Prada stores project, in a manor as sweet as breaking in your first pair of Prada lothers.
Typical Koolhaas assessments are combined with raw images and obvious statistical breakdowns.
A hit for anyone from Architects through to fashion designers!!
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Most Helpful Customer Reviews on (beta) HASH(0x96840fec) out of 5 stars 5 reviews
31 of 33 people found the following review helpful
HASH(0x97091288) out of 5 stars Planet Prada ? 19 Oct. 2001
By Wayne Sterling - Published on
Format: Paperback
Do you love Prada? Do you hate Prada? Does the sight of those mint green walls and that little metallic triangle bring you a rush of assurance? Or does it intimidate the hell out of you?
One thing you'll conclude by the time you wallow through "Projects For Prada Pt 1" brought to you by Oma/Amo's Rem Koolhaas and the Fondazione Prada Edizioni, is that Prada IT is certainly not resting on their laurels.
Speaking of laurels, if you have always suspected the Prada company as being somewhat imperial (in the very Roman sense of the expression) then "P for P 1" is going to do very little to dispel your paranoia. In fact it'll probably amplify it. Big time.
A mere six pages in and you're hit full frontal with the boldfaced word "Expansion" before being treated to a hilarious series of conceptual maps that poses the idea of Prada vs Population, Prada vs GDP, Prada vs National Debt before concluding with the totalitarian proposition of "Prada World".(What you wouldn't give to see the look on Patrizio Bertelli's face when he saw that in the proofs .)
From that ambitious point, as they say in the streets, It's on.
The section titled "Tourism" treats you to what is in essence an exploded view of the brand's flagship store in Milan, the Prada workspace (showroom, buyer's space, prototypes. )
You then segue into an elegant distillation of Koolhaas's idea of where the Prada brand could legitimately evolve, from what the brand's idea of luxury is (or is that " will be"), to the indispensable visual elements that all the stores should carry.
After all the preamble you finally get to the nitty gritty of what Koolhaas plans for each Prada store slated to be opened in New York, Los Angeles and San Francisco.
And that means the already infamous shoe theater in NY, the underground shop windows of LA and most architectually daunting of all, the eight story Prada tower in SF complete with a mind boggling swiss-cheese facade.
And Rem's not done with you yet.. The perverse video outakes of the behind the scene meetings , a terribly abstract series on the proposed materials for the shops his flowcharts on where Koolhaas intends to take the Prada web-site and terrifying details like RFID tags for the purposes of inventory control,point of sales efficency and theft control (Damn!) .
The idea of a high-tech Prada loyalty card is brand perfect , as are the futuristic dressing rooms , kiosks and in-store display panels.
Of course Koolhass wouldn't be Koolhaas without the naughty and unlikely gestures (Prada vomit?), the out-there propositions for ad campaigns or that sustained idee fixe of the "Prada army" . But that facetiousness is totally within the Koolhaas program. After all this is the man who gleefully designed the ...Hermitage Guggenheim AND Guggenheim Las Vegas museums.
Whether meant ironically or in scary earnest the book does lay bare the brutality and the complexity of both Koolhaas' and Prada's ambition. Somebody who knows these things once told us that Prada Sport does not seek to compete with other designer lines, but rather, has its sights set on Nike . And reading P for P Pt 1 has completely persuaded this reader that sentiments such as these are characteristic of Prada culture.
The Prada store as the Disney-world for millionaire semioticians the world over, intellectual perversity as the ultimate luxury proposition, Rem Koolhaas for sale to the culture -at large. These questions and more will riddle you as you go deeper into....PRADAWORLD
But whatever side issue that will swarm in the wake of this book, one things for sure. It sure is rife with some killer one-liners.(E.G "Luxury is Rough." Amen to that!)
Every designer should have it by the bedside just to help them get that competitive spirit cracking . The world's most famous architect as the driest stand up comedian ever. Who would have thought.
3 of 4 people found the following review helpful
HASH(0x96e3fc6c) out of 5 stars What can Prada be? 10 May 2002
By B. Lauer - Published on
Format: Paperback Verified Purchase
The other review here is quite good and explains the book quite nicely, so I will try not to be redundant. But I really found this book brilliant from a retail sales standpoint. I once had a professor of music history ask the question, "what can music be?", and this book asks the similar question of "what can shopping be?" Much credit has to be given to Prada for their investment of time and money into projects that really stretch the boundaries of the luxury shopping experience (and thanks to Rem Koolhaas and OMA/AMO for their incredible designs). And to prove that all these concepts are not merely theorized ideas neatly bound in a book, you simply need walk into the Prada SoHo 'Epicenter' store to see what it's all about.
1 of 2 people found the following review helpful
HASH(0x97305de0) out of 5 stars Poor Craftsmanship 8 Oct. 2005
By John E. Suter - Published on
Format: Paperback
The content and design of this thick book is great. Unfortunately the quality of the manufacture of this book in no way reflects the merchandise produced by PRADA. Prior to removing the book from the shrink-wrapped plastic it was obvious that a stain from the glue had soaked thru the cover. After reading the volume for about 30 minutes the cover completely seperated from pages. Utterly disappointing.
0 of 4 people found the following review helpful
HASH(0x99ac9ed0) out of 5 stars delirious koolhaas 27 Sept. 2004
By mdr - Published on
Format: Paperback
It seems like Koolhaas can never get out of graphic design architecture. At one point he became interesting but is now becoming like fashion designers where trend and surface have more meaning. Perhaps, he should quit architecture and become a graphic or fashion designer. Delirious Koolhaas.
The Prada Boutique in Beverly Hills is quite nice. I recommend seeing his real buildings instead of buying books and if you have to buy his books, I recommend you first read "Delirious New York" and look at his competition entries for Park de la Villette and early works.
1 of 7 people found the following review helpful
HASH(0x96e53768) out of 5 stars same old same old 22 Nov. 2003
By A Customer - Published on
Format: Paperback
enough with the picture books and a little more substance please. i enjoy koolhaas but he is making more money on books than his buildings. the prada store sucks and he is becoming a sellout. spend your money on something else or save it because all of his new books are garbage. just because you have a lot of pictures and images does not mean you should put it into one UNEDITED book.
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