Prada’s NYC store turns scaffolding into high art

Fashion brands are transforming a utilitarian construction requirement into a building-scale branding opportunity.

[Photo: courtesy Prada]

New York City’s famed Fifth Avenue is best known for its sparkling, fantastical holiday windows. Now, luxury brands are transforming an often overlooked, sometimes maligned part of city architecture—scaffolding—into artful branding displays. 

Located at the corner of Fifth Avenue and 56th Street, Prada has unveiled new scaffolding on its building, currently undergoing renovation, that covers its facade in rippling layers of semitransparent Prada-green scrim paper. The result is a beautifully........

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