OMA Transformer in Seoul

Rem Koohlaas builds a temporary exhibition pavilion for Prada in Seoul

“The interesting thing about this building is the acknowledgement of the Transformer as a dynamic organism, opposed to simply a static object, which arbitrarily fits programs. Prada Transformer helps add an extra dimension regarding the treatment of this typology by allowing it to be moulded in real time, depending on the specific programs it intends to facilitate inside.” Rem Koolhaas

The form of the Transformer is derived from a Tetrahedron and when rotated each side facilitates a different program. The programs envisioned include the Prada Waist down Exhibition, an art exhibit by a world renowned artist and a movie festival. The final closing event of the pavilion will entail a Prada fashion show for 500 guests.
In order to accommodate a range of different fashion, art and movie events in 2009, cranes rotate, and then flip the pavilion into 4 different façade and floor plate configurations.
Each of the four programs function on unique steel framed shapes including a hexagon, a cross, a rectangle and a circle. Thus, over the course of the exposition, floors become walls and walls become ceiling. The structure is wrapped in a translucent membrane as well as incorporate an LED display which will show movies of transformation and advertisements.
The Transformer is located adjacent to the traditional 16th Century Kyeonghee Palace and adds a modern element to the historical context.

Project: Asian Pavilion for Prada, Concept Design 2008
Location: Seoul, South Korea
Type: a free-standing Tetrahedron shaped structure that can be roatated to accommodate several functions

Team
Partners: Rem Koolhaas, Ellen van Loon
Associates: Kunle Adeyemi, Kees van Casteren, Chris van Duijn
Design architect: Alexander Reichert
with Hyoeun Kim, Ye Rin Kang, Vincent Mc Ilduff, David Moon, Mariano Sagasta, Claudia Romao, Eva Dietrich, Alex de Jong, Wayne Congar, Miguel Huelga de la Fuente, Gustavo Paternina-Soberon, Nam Joo Kim