Twentytwenty

PRADA TRANSFORMER

SPONSORSHIP SEARCH AND BRAND ASSOCIATION

The Prada Transformer in Seoul saw us working on a complex mosaic
of interlinked sponsor search, brand association and on-site PR support initiatives,
managing sponsor relations with leading Korean companies such as LG (an existing Prada partner),
Hyundai and Red Resource (real estate).

The Prada Transformer was designed by the architect Rem Koolhaas as an original building
that can take on a number of different shapes, depending on the venue and function required of it at the time.
It was first used to host the fashion exhibition “Waist Down – Skirts by Miuccia Prada”,
when its base took the form of a hexagon, and it was subsequently transformed into a rectangle,
a circle and a cross.