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One of the most prominent features of the Prada New York Epicenter is the unobstructed sixty-meter north wall, a full city block in length. From the earliest designs, OMA planned the wall as a site for temporary wallpapers. Prada and New York design studio 2x4 develop treatments designed to inject new content into the store at regular intervals. The theme and colors of the wallpaper change with the seasons, providing both variety and an element of temporality.