Prada’s NYC store turns scaffolding into high art |
Prada’s NYC store turns scaffolding into high art
Fashion brands are transforming a utilitarian construction requirement into a building-scale branding opportunity.
[Photo: courtesy Prada]
New York City’s famed Fifth Avenue is best known for its sparkling, fantastical holiday windows. Now, luxury brands are transforming an often overlooked, sometimes maligned part of city architecture—scaffolding—into artful branding displays.
Located at the corner of Fifth Avenue and 56th Street, Prada has unveiled new scaffolding on its building, currently undergoing renovation, that covers its facade in rippling layers of semitransparent Prada-green scrim paper. The result is a beautifully nuanced design solution that turns what’s typically a functional safety requirement into a moiré urban dreamscape that becomes a visual extension of Prada’s brand.
Prada isn’t the first to reimagine scaffolding as a branding opportunity. Most recently, Louis Vuitton transformed its Fifth Avenue flagship store, just a few blocks north of Prada, into a sort of construction trompe l’oeil by making the scaffolding that wrapped its store appear to be a gargantuan set of stacked Louis Vuitton luggage.
A reevaluation of what scaffolding could be is happening on a broader scale, too: The City of New York also recently approved six new sophisticated scaffolding designs—featuring lights, angled roofing, and clear materials—to make these temporary safety platforms, required by law when a building is undergoing construction, look less like MacGyvered dark green caves and seem more fluid, in keeping with their architectural surroundings.
Prada worked with its longtime spatial design partner, the agency 2×4, to design the building’s covering, and it had to build full-scale mock-ups in both Milan and New York to “test the impact of light, shadow, and movement,” says Michael Rock, founding partner and executive creative director at 2×4. “We treated scaffolding as a medium in its own right, not a backdrop.”
While it uses standard commercial pipe scaffolding as the underlying structural skeleton, the deft layers of material, signature color applications, and contrast they draw signal the Prada brand and its interest in dualities, according to the company.
The mesh is made of two layers of scrim paper—a reinforced, durable woven fiber material—printed with a pattern that references typical New York construction fencing, but in Prada green. The scale of the pattern is different on each of the layers and had to be precisely aligned to create a moiré effect that shifts with light, weather, and viewing angle. At first, it looks like single-surface standard construction material. Someone with an eye for detail will notice a delicate optical effect.
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