Prada Celebrates 25 Years of Iconic SoHo Epicenter with Custom Wallpaper

The brand is commemorating the 25th anniversary of its pioneering Rem Koolhaas-designed retail space with a special wallpaper installation and free apples.

Published on Feb. 14, 2026

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Prada is marking the 25th anniversary of its first Broadway Epicenter in SoHo, New York, a pioneering architectural landmark-slash-retail space designed by Rem Koolhaas and his firm OMA. To celebrate, the brand is giving away free apples wrapped in custom wallpaper at a 'Shack' kiosk on Prince Street, and has covered nearly 200 feet of the flagship store's interior with a mural-like wallpaper showcasing the Epicenter's origin story.

Why it matters

The Prada Epicenter in SoHo was a groundbreaking project that helped redefine the role of fashion retail as a cultural experience rather than just a place to shop. This 25th anniversary celebration pays homage to the building's architectural significance and Prada's innovative approach to blending retail, art, and community.

The details

The custom wallpaper features images of construction, scale models, and key concepts used in the formation of the Epicenter, as well as slogans like 'In a world where everything is shopping…and shopping is everything…what is luxury? Luxury is NOT shopping.' Prada is also reissuing a landmark 2001 publication documenting OMA's projects for the brand, with pages transferred onto the wall covering.

  • The Prada Epicenter in SoHo opened on December 15, 2001.
  • Prada is celebrating the 25th anniversary of the Epicenter in 2026.

The players

Rem Koolhaas

The architect who designed the Prada Epicenter in SoHo, along with his firm Office for Metropolitan Architecture (OMA).

Miuccia Prada

The co-chief executive and co-creative director of Prada, who collaborated closely with Koolhaas on the Epicenter project.

Ferdinando Verderi

A frequent Prada collaborator and the creative director behind their advertising campaigns, who designed the wallpaper and the activation around it for the 25th anniversary celebration.

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What they’re saying

“It's thought provoking to realize that an idea conceived a quarter century ago still represents the absolute avant-garde in its genre.”

— Ferdinando Verderi, Creative Director (Elle Decor)

What’s next

Prada will continue the 25th anniversary celebration with additional events and activations throughout 2026.

The takeaway

Prada's pioneering Epicenter in SoHo remains a landmark of architectural and retail innovation, demonstrating the brand's commitment to blending fashion, art, and community in a groundbreaking way that continues to influence the industry 25 years later.