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AMO revives basics with frozen domestic fashion sets for Prada’s A/W show in Milan
Italy Architecture News - Feb 01, 2017 - 12:28 15379 views
On January 15th, 2017, Prada unveiled its Fall/Winter 2017 Men’s and Women’s collection in the Via Fogazzaro fashion show space in Milan, which was the first major fashion event of the year. AMO, the research branch of OMA, designed Prada's fashion stage with continuous wooden partitions referencing modest and domestic design.
Image © Agostino Osio
Led by OMA Partner Ippolito Pestellini Laparelli, this time AMO gets rid of the construction of hyper-realistic and fully immersive runway sets for the show and creates continues interior with a series of consecutive domestic sceneries.
Image © Agostino Osio
Prada's design set is comprised of the perimeter of the rooms giving an intimate scale to the set alongside the combination of the wood with ordinary materials: terrazzo, tiles and formica. Together, with the use of beds and benches, they define a rhythm for the overall composition.
''In the current moment – when issues of simplicity and essentiality are becoming increasingly relevant'', said the AMO. ''AMO stages the bare simplicity of everyday life''.
Image © Alberto Moncada
The audience is triggered more by the relationship with the physical space than by visual impact. They also advocate a return to reality and to the possibility of an intimate, unmediated experience between audience and fashion.
Image © Alberto Moncada
The audience is accommodated along the seating structure. The layout provides each guest with a unique perspective that manifests once one is immersed into the space.
The partitions, with their limited height, act as a screen between the different rooms, providing an individual perspective to each observer, while still allowing views of the models behind the boiserie.
Image © Agostino Osio
All the guests share the same personal yet collective experience. The sharp contrast between the meticulous sequence of scenes with the roughness of the existing venue expresses a sense of bold essentiality.
A Linear Metallic-Coloured Ramp stage design for the 2017 SS Prada Men’s And Women’s Show and Blurred Lines Between The Audience And Actor For the 2016 FW Prada Men’s And Women’s Show are among the latest stage designs completed by AMO for Prada. In addition to these, AMO graphically reinterpreted The 2016 SS Prada Real Fantasies combining art and architecture in an artistic language.
Top image © Agostino Osio
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