“It’s the Economy, Stupid!”

Abstract

This paper revisits the principle of “Good Design is Good Business,” a concept often associated with industrial design, and explores its application within architectural practice. While examples such as Pruitt-Igoe and the Guggenheim Bilbao represent the pitfalls and triumphs of this idea in architecture, the Prada SOHO Epicenter suggests a more expansive interpretation. By intentionally delaying the design process, OMA and its research arm AMO undertook an in-depth investigation into shopping behavior and the evolving landscape of retail. This research-driven detour ensured that Prada SOHO did not become obsolete upon completion. To illustrate the uniqueness of OMA’s approach, the project is compared with three other flagship retail stores from the same era, including another Prada location. The comparison reveals that OMA’s method transcends conventional definitions of good design. Amid economic uncertainty and the predicted decline of brick-and-mortar retail, OMA/AMO collaborated with firms like IDEO and 2x4 to rethink the retail experience. Their effort to reduce purchase pressure while increasing cultural engagement positions Prada not just as a brand but as a curator of experience. This case study sheds new light on how architectural design can contribute meaningfully to business strategy and cultural relevance.