“In December 2001 the Italian haute couturier Prada opened its groundbreaking new “epicenter” store in New York City, designed by the Dutch architect Rem Koolhaas. IDEO, working with Koolhaas and his architecture and research firm OMA/AMO, created the invisible technology that allows Prada staff members to choreograph the in-store sales experience. IDEO Human Factors specialists interviewed store staff and observed the technology currently in use. The results of this research were incorporated into the design of the store’s information architecture, as well as the interactive dressing rooms and the in-store devices that allow the staff to focus completely on the customers, such as the Staff Device, the Recharging Trolley, the Staff Clip, and the Customer Card.” (IDEO)