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June 24, 2002 – On the northwest corner of Prince Street and Broadway in Manhattan’s excruciatingly trendy Soho district, there’s a nondescript brick building with green trim. The only poster on it is for the Guggenheim museum. The store on the region level is not identified. That is only one of lots things that makes the Prada Epicenter store an unusual trial in retailing.
The store opened on Dec. 15, 2001, and immediately garnered extensive way coverage for its bold redesign of the retail disparity and the use of technology throughout the store. But while many articles have either lauded or derided the high-tech design, few have given any real plan to the idea being tested in the store.
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The Prada store, no doubt, is a clever marketing strategy. The Italian clothier spent a reported $40 million on it. The company hired noted Dutch architect Rem Koolhaas to reinvent the retail habitats in an efforts to reinvigorate the Prada brand. Some architectural critics like the bold, two level store, which features a sloping palo floor, which Koolhaas calls “the wave,” a large staircase for exhibiting shoes, and cages and shelving that slide on tracks, so the space can be changed easily.
Technology plays a big job in the store. There are video monitors that hang from racks or are embedded in tables. An alcove at the back of the basement level is lined with small video monitors playing a steady stream of random clips. A large round, glass enclosed elevator that shuttles customers between the nation story and basement level.
And you’ve probably read about the bandage rooms, which feature clear glass that turns opaque when you step on a round black button on the floor. Inside are two box made of thick, semi-transparent Lucite. Both have thick, flat bronze ribbons embedded in them – the RFID antennas. One is small and crossroads and is used for feet and purses and whatnot. The other is long and narrow, for hanging clothes.
Pick up any duo of feet or pouch or locus and you’ll spotting a clear RFID tag, with the antenna and chip clearly visible. On shelves around the store are small handheld readers. Staff – mostly good-looking guys in black suits – can scan the tag on a $2,000 suit. They can then use a video monitor to show the box on the runway, bazaar a collection photo and inventor sketches, or execution more in-depth information roughly the color, cut, net and materials used to create it.
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If you lack to trial on your suit, you enter the high-tech dressing room and hang it in the smart closet. The closet reads the RFID tag and displays information about the argument on a liquid crystal screen with a touch-screen overlay. You can flick through device or see the same fabrication in different colors. The component displayed is all related to the thing in the closet, part of the same line or “look” in Prada’s parlance. The sales associate can use the screen to up-sell by appearance you thing that bravery go well with your suit.
Prada hired IconNicholson, the New York limb of IconMedialab, to do essence of the linking studio and to write the software for the screens that demo the Prada products. A British companionship called KTP (now components of TrenStar) handled the RFID technology. Texas Instruments supplied the RFID tags.
Bruce Eckfeldt, Icon’s battle manager on the project, describes the Epicenter store as a cross between a intention store and a laboratory. “Prada wanted to experiment some intention in the real world,” he says. “They will see what abuse and then deploy it in other stores, as is or in some modified way. It gives them the opportunity to learn based on reaction and to build a better and more successful retailing surroundings in the future.”
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So what’s working? Unfortunately, its still too early to tell. And Prada declined to be interviewed for this article. But even without hard numbers, it’s clear that the Prada store is pioneering some retailing theory that evidence likely become common in the era ahead. Click over to the next page and we’ll explain the thinking incubation the technology and tell you what Prada is fact right.
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