Prada: The Science Of Desire - ' Prada Player Roster '

Prada Player Roster

Designers

Miuccia Prada, chief designer, Prada
Granddaughter of the company's founder. Credited with transforming a leather-bag maker into one of the world's premier fashion houses. Miuccia Prada and her husband, Prada CEO Patrizio Bertelli, are behind just about every Prada move, including the decision to open "Epicenter" stores based on cutting-edge technologies.

Patrizio Bertelli, CEO, Prada
Miuccia Prada may be the creative soul behind Prada, but Bertelli is the business brains. Known for his hands-on management style, Bertelli also is competitive—currently leading a Prada team competing in the Louis Vuitton Cup yacht race.

Rem Koolhaas, founder, Office for Metropolitan Architecture (OMA)
Designer of the first Epicenter store, he's won the Pritzker Architecture Prize Laureate—a sort of Nobel Prize for architects—and taken radical approaches to such projects as a central library in Seattle. He authored the "Harvard Design School Guide To Shopping," an insightful collection of thoughts and ideas on how consumers have shopped over the centuries.

Reid Freeman, senior associate, Architecture Research Office (ARO)
The man holding the reins. In addition to OMA, a number of other architectural firms were called in to help on the New York Epicenter Store. It was up to Freeman and ARO to coordinate the work of all the architects involved with the store.

Eric Chang, project architect, OMA
A soft-spoken New York architect who oversaw much of OMA's work on Prada's SoHo Epicenter store.

Implementers

Bruce Eckfeldt, engagement manager, IconNicholson
An architect turned high-tech expert, Eckfeldt was responsible for the Epicenter store's overall systems integration and software development. IconNicholson also was the lead project manager.

Heather Martin, project leader, IDEO
Steve O'Connor, engineering lead, IDEO
Martin and O'Connor had to turn technical thoughts into design and product reality. Among the IDEO results: handheld wands for sales folks and interactive dressing rooms for customers.

Josh Weisberg, president, ScharffWeisberg
A screen star. Weisberg and his team of audio and visual specialists designed and deployed small and large video displays throughout the Epicenter store, including a "peep show," consisting of 23 tiny monitors in a row, creating images just for effect.

Jon Lowe, managing director, KTP
Lowe knows how to network. The Londoner was responsible for leading the team that designed, deployed, and debugged the RFID wireless system in the new Prada store.

To protect their privacy, roster members' e-mail addresses are omitted. Send messages to baseline@ziffdavis.com. Your mail will be forwarded.