Prada Reveals Dynamic New Facade on Fifth Avenue, Blending Industrial Design with Refined Aesthetics

Prada has transformed its Fifth Avenue facade with a bespoke, temporary skin.

As reported, Prada bought 724 Fifth Avenue, site of its New York flagship, and the building next door at 720 Fifth Avenue, where Abercrombie & Fitch previously operated, for $835 million at the end of 2023. Last March, the brand opened its dedicated 13,000-square-foot men’s boutique at 720 Fifth Avenue right next door to the flagship, which houses the women’s offering and the Prada fine jewelry collection across 12,700 square feet. The men’s entrance, which is entirely separate, is framed by large windows on both sides.

The facade’s design uses standard commercial pipe scaffolding elements reflecting Prada’s long-standing interest in dualities: industrial/refined, functional/decorative and familiar/uncanny. A double-layer, semi-transparent scrim wrapper creates a moiré effect that constantly shifts with changing light, weather and viewing angle.

As the sky darkens, a lighting grid aligned with the scaffold seems to dissolve the outer layer, revealing the structural framework beneath.

The pattern of the facade references typical New York construction fencing, rendered in familiar Prada green. Prada printed slight variations of the pattern on the two layers of scrim so the differences in scale, transparency and alignment generate the moiré. From a distance, the facade reads as a continuous surface. On closer inspection, the layers begin to separate, and the structure becomes lighter, more transparent, and increasing dimensional.

Prada applied integrated linear LED fixtures perpendicular to the street to enhance the sense of depth. At night, the low-profile LEDs produce both a soft glow and a towering pattern.

The facade is temporary and there’s no end date on when it comes down.