Prada Pre-Fall'19 Wallpaper

Role: Design Lead
Agency: 2x4

One of the most prominent architectural features of the Prada New York Epicenter is its unobstructed sixty-meter north wall, spanning a full city block. For Pre-Fall '19, the brief was to activate this massive surface with a design that captured the spirit of the season's collection.

Miuccia Prada's Pre-Fall '19 collection drew from Mary Shelley's Frankenstein, exploring themes of romance and fear through bold, unexpected juxtapositions. The wallpaper carries that same tension into the created landscape.

The final design was installed as a 60-meter wallpaper spanning the Epicenter's iconic north wall, one of the most visible surfaces in the store. Prada's team later extended the design's reach, rolling it out across global store locations and adapting it into animated versions for digital screens.