Watch AMO's 2016 SS Prada Real Fantasies

The language of fashion regenerates itself through art and architecture- AMO, is a research branch of OMA, graphically reinterprets the Indefinite Hangar as a synthetic sunset fixed within a 3 dimensional blank space for the 2016 Spring/Summer Prada Real Fantasies. The abstract hangar is populated with geometric objects and furniture. Models move through a neutral scene between the undefined and distilled fragments of daily life. The horizon and scale constantly shifts, manipulating the frame and disrupting a linear sequence: an artificial landscape where fiction and collection collide.

image © OMA, Prada

AMO and Prada have been collaborating on the fashion house’s lookbooks since the Spring/Summer 2007 show, merging the collection with graphic and visual imagery through collage and hand-drawn shapes. Since the Spring/Summer 2012 show AMO has turned the project into Real Fantasies, a graphic short movie, introducing animation and music to the lookbooks. The project highlights the attitude of Prada and the conceptual references of the collection, season after season. This is the 16th edition of the Prada Real Fantasies.

image © OMA, Prada

image © OMA, Prada

image © OMA

image © OMA, Prada

Project Facts

Client: Prada

Year: 2016

Status: Completed

Partner: Ippolito Pestellini Laparelli

Team

Art direction: AMO-Giacomo Ardesio, Giulio Margheri

Collaborators