In 2001 Prada opened the New York Epicenter, designed by Rem Koolhaas, a space that redefined shopping as cultural entertainment. A boutique, an exhibition space and a meeting place, the first Epicentre created a new benchmark for the luxury industry. Mr. Koolhaas channelled Ms. Prada’s vision of an open space to the public when actual shopping experience was ancillary to the cultural value of the space itself. Ten years on, when commercial activity has invaded both public spaces and cultural institutions, the Epicenter offers the possibility for public functions and exhibitions to reclaim the territory of shopping. The entire length of the ground floor of the space allows for a rapid change of the environment with wallpapers.
Marcela Gutierrez is the latest artist to contribute to the Epicenter with her work titled Stain (2011). Inspired by illustrations adorning classic bodice-rippers and pulp fiction paperbacks, ‘Stain’ features super-sized close-cropped watercolor portraits of Prada models in a swirl of color that border on the lurid. The collage is comprised of fragments of original paintings by illustrator Marcela Gutierrez recombined in a full-wall composition.
2×4 is a multidisciplinary design studio in New York City founded by Michael Rock, Susan Sellers and Georgie Stout in 1993. Spanning print, technology, multimedia and environment, 2×4 now focuses on projects related to art, culture and design worldwide.
Partner Michael Rock and 2×4 have worked in close collaboration with Prada and OMA/AMO for over ten years on projects ranging from special wallpapers, print material, fashion show environments, web experiences, films/animations, and events. In 2009 2×4 helped realize the Prada book, a special book cataloging Prada’s work over the last 30 years.
Ten Wallpapers for the past ten years/ A selection
NOTORIOUS WOMEN, 2006
GUILT INC., 2005
NEW MASTERS, 2009
ALMOST BLUE, 2010
MASKED/HOODED WOMEN, 2007