PRADA TRANSFORMER, SOUTH KOREA, SEOUL, 2008
PRADA TRANSFORMER
Prada Transformer is a temporary structure picked up by cranes and rotated to accommodate a variety of cultural events. The 20-metre high Prada Transformer is located adjacent to the 16th Century Gyeonghui Palace in the centre of Seoul. The pavilion consists of four basic geometric shapes - a circle, a cross, a hexagon, a rectangle - leaning together and wrapped in a translucent membrane.
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Each shape is a potential floor plan designed to be ideal for three months of cultural programming: a fashion exhibition (Waist Down, featuring skirts designed by Miuccia Prada), a film festival (co-curated by Alejandro González Iñárritu), an art exhibition (by Swedish video artist and sculptor Nathalie Djurberg), and a Prada fashion show. Walls become floors and floors become walls as the pavilion is flipped over by three cranes after each event to accommodate the next.
CREDITS

Partners: Rem Koolhaas, Ellen van Loon

Associates:
Kunle Adeyemi, Kees van Casteren, Chris van Duijn

Design architect:
Alexander Reichert

Team: Vincent McIlduff, Hyoeun Kim, Ye Rin Kang, David Moon, Mariano Sagasta, Claudia Romao, Alexander Menke, Alex de Jong, Wayne Congar, Miguel Huelga de la Fuente, Gustavo Paternina-Soberon, Nam Joo Kim

Interiors: Ippolito Pestellini, Andreas Kofler, Robert Daurio, Shabman Hosseini



PRESS
Interview Magazine, September 2009
The Korea Times
, 14 August 2009
WWD Lifestyle, 14 August 2009
Wallpaper, 14 August 2009
New York Times, 20 July 2009
Arch Paper, 20 May 2009