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AMO filled Prada's fashion show stage with purple-lit inflatable stools

Italy - Jul 10, 2018 - 05:52   759 views

AMO, the research branch of OMA, has filled Prada's 2019 fashion stage with fully purple-colored interior, featuring transparent inflatable stools and bridal layout to create a "psychedelic" atmosphere. 

Prada's 2019 Spring/Summer fashion show was held on 17 June 2018 in Via Fogazzaro, Milan, where the Italian brand turned into its basics with concrete backdrop, but in a more sophisticated stage set. AMO created a dynamic fashion stage by questioning the recent practice that sees show sets as explanatory efforts to contextualize collections. 

Image © Agostino Osio

Named Cartesian Space, the interior is only composed of a concrete material and inflatable stools designed by Verner Panton – an exclusive re-edition of the 1960s piece, produced by Verpan for Prada– were selected for their contemporary attitude, lightness and transparency. 

Image © Agostino Osio

"The rough imperfection of the venue in Via Fogazzaro, Milan, is counterbalanced by the Cartesian precision of the set, which magnifies the industrial elegance of the space," said AMO.

"The room is treated as an architectural field that controls the show’s dynamics: a grid defines the areas occupied by guests, while four different trajectories are left unoccupied for models to cross the room longitudinally, enforcing a strict serial layout."

Image © Alberto Moncada

AMO's geometric pattern invaded the room, a manifestation of the principles that organize the show’s choreography. The studio used numbers and symbols to define the exact positioning of the actors in the space, alluding to geographic coordinates of remote places.

Image © Agostino Osio

"The entire room is covered in translucent sheets to produce an installation that disappears in the dim light of rare glowing sources, giving the room a psychedelic yet uncanny atmosphere," added AMO.

Image © Agostino Osio

Image © Agostino Osio

Image © OMA

Image © Agostino Osio

The design was led by Rem Koolhaas and OMA Partner Ippolito Pestellini Laparelli. AMO/OMA has been collaborating with Prada for years - AMO recently designed Prada's 2018 Resort Stage with pink columns, continuous mirrors and disoriented seatings. AMO also created a frozen domestic fashion set for Prada’s Fall/Winter 2017 Show in Milan.

Top image © Agostino Osio

> via OMA/AMO