Editing Rem Koolhaas (section)

===Architecture, fashion, and theatre===
[[File:PDRM0102.JPG|thumb|[[Prada]], Beverly Hills, California]]
With his [[Prada]] projects, Koolhaas ventured into providing architecture for the fleeting world of fashion and with celebrity-studded cachet: not unlike Garnier's Opera, the central space of Koolhaas' [[Beverly Hills]] Prada store is occupied by a massive central staircase, ostensibly displaying select wares, but mainly the shoppers themselves. The notion of selling a brand rather than marketing clothes was further emphasised in the Prada store on [[Broadway (Manhattan)|Broadway]] in Manhattan, New York,<ref name="Luxury"/> which had previously been owned by the [[Solomon R. Guggenheim Foundation|Guggenheim]]: the museum signs were not removed during the outfitting of the new store, as if emphasizing the premises as a cultural institution.<ref>Anette Baldauf (2004) "Branded", in ''Learning from Calvin Klein'', Umbau 21.</ref> The Broadway Prada store opened in December 2001, cost €32 million to build, and has 2,300 square meters of retail space.<ref name="Luxury"/>