Prada has always shown a keen interest in the arts, and the Prada Transformer is further testament to its cultural commitment. As a clever collaboration between OMA and Rem Koohlas, the temporary structure stands in the centre of Seoul like a multi-faceted, geometric wonder, and requires three cranes to pick it up in order for it to be rotated and transformed. Covered with a blinding white 'skin', the pavilion was opened to the public last month and will play host to a number of exhibitions until its closure at the end of August. Not a long time at all, considering the months of hard work that went into erecting the architectural anomaly. Having launched with Miuccia Prada's Waist Down exhibition, the Prada Transformer will go on to showcase cinema by Oscar-nominated director Alejandro Gonzales Iñårittu and an installation from Swedish artist Nathalie Djerberg, before finishing with a star-studded Prada fashion show. As a mind-blowing mix of art, culture, design and fashion, this is a whole lot of Prada for just one city; doesn't it know how to share?
www.prada-transformer.com / Images: OMA & Rem Koolhas