The New York Prada Epicenter is a conversion of a space in SoHo previously belonging to the Guggenheim. The Wave – a curving space scooped out of the ground floor and opening it up to the basement – is the main element facilitating experimentation in what a fashion store can be. On one side, the slope has steps – for displaying shoes and accessories – that can be used as a seating area, facing a stage that unfolds from the other side of the wave. The store thus becomes a venue for film screenings, performances, and lectures. The northern wall of the store runs uninterrupted between the entrances on Broadway and Mercer Street, and offers itself as a surface for a giant mural. Experimental technology, intriguing materials, and innovative display methods are utilized everywhere to enrich and transcend the shopping experience: customers touch a button to make the glass doors of the changing rooms opaque, and see their new clothes from various angles on video projections; a circular glass elevator serves as a display area for accessories; and movable large metal cages hang from the ceiling like a ‘metallic city’ for the display of clothes and different items.