Prada Epicenter Shanghai

The Bund, Shanghai's riverside avenue, will accommodate the new Prada Epicenter. As opposed to the other fashion brands that occupy former colonial buildings on the east side, the new Epicenter occupies 300m of an existing parking structure and a strip of small shops, all located under a 15m wide pedestrian boardwalk by the Huang Pu river. Hence the location is a "found" situation that Prada invades, instead of building a store on a compromised site. The condition forces Prada and OMA to reinvent / rearrange the store elements in a new way, and to adjust to the eccentricity of the current situation.