Where else could you find a store with no name than in SOHO?
After a lot of money and time hours Rem Koolhaas opened some years ago a huge Prada store there. I’m not sure if it really works as a shop because you only see tourists making photos… but that’s not the point. What I find impressive is the fact that it has no name nor outside or inside: you have to look the clothes’ labels to see it’s Prada. But at the end of the day everybody -even tourists- know it and that’s why they go and tour around… How did they do it? I don’t know. It’s even more funny that at the moment (not a usual thing), there is a Prada ad on the subway entrance door to door with the store, which at the same time has a photo of the store installation… quite shocking, but it works.