Prada flagship store

Upon entering the store, which previously housed the SoHo branch of the Guggenheim Museum, visitors are met with a largely vacant space dominated by an oversized, round elevator. OMA is said to have spent two months of research "investigating ways to reinvent the retail experience." Perhaps as a result of this, the ground floor only has a small amount of merchandise, relegating the majority of merchandise and actual shopping activity to the basement level, which feels cramped and lacks appropriate lighting. The store's main design component is the half pipe-like wooden curve that connects the two floors visually. On the Broadway side, the curve has steps and serves as a place for clothes to be shown. According to OMA, this portion of the half pipe also serves as place for people to try on shoes, though in reality the shoe department is under the stepped side of the curve, and seating is provided there for shoppers.