Scope of work:

Design, install, remove and update flex face wraps for Prada store construction shed on 5th Ave. Avenue & street facing wraps 60-90 feet wide, 35 feet high. Sidewalk bridges and tunnels: 60 feet long. Returns: 10 wide and 35 feet high. Features: matching painted hardware, hidden fasteners and corner guards. Add lighting via dedicated circuit with time clock.

Completion Date:

March 2025

Narrative of what we did

The wrap is always greener on the other shed. Our high-visibility work on the Louis Vuitton Hoarding Trunks inspired their neighbors at Prada to wrap their store as well. Prada bought the building where it had been leasing space since the late 90s. As renovations were under way, the Prada folks took note of our celebrated scrim work up the block at Louis Vuitton’s scaffolding. Instead of scaffolding hiding the Louis store, it became a stage for brand engagement by wrapping it with banners. Prada & their GC JT Magen approached North Shore Neon to dress up the stock green shed that enclosed Prada’s ground level at the corner of 5th Ave and 56th street. Leveraging our experience with flex face vinyl, we proposed to wrap the shed and turn it into a billboard. Other 5th Ave retailers used adhesive vinyl to brighten up their sheds. But the adhesive vinyl picks up the texture of the underlying material, which in the case of a construction barrier is pretty rough. NSN raised the bar by using proper billboard flex face taught across the plywood to transform the barrier into a glorious, three-dimensional silky high fashion Prada ad. The wraps typically took place overnight, with three trucks and six men braving December weather like an urban army of Prada Christmas elves. We not only wrapped the walls, we also wrapped the tunnel, and doors and accented them with logos promoting the incoming retail space. At Prada’s request, wherever fasteners were used, they were pre-painted to match the vinyl. For a final touch, North Shore Neon’s electricians performed a lighting study and added billboard downlighting to keep the corner bright on dark winter nights through the holiday. The Flex face approach allowed Prada to have us rapidly change content, depending on the current campaigns.