OMA/AMO furnishes prada's F/W show in milan with domestic scenes

for milan’s first major fashion event of the year — mens’ fashion week — prada has continued its creative collaboration with AMO/OMA to conceive the 2017 F/W runway set. a sharp contrast is brought out by the sequence of scenes embodying a sense of sculptural domesticity. a maze-like track created by a series of wooden partitioning weaves around the concrete columns guiding the male models through consecutive scenarios and forming a continuous interior. 

image © agostino osio

for this presentation, AMO and prada go back to basics, abandoning the trend of hyper-realistic and fully immersive sets in favor of a more modest and domestic design. the audience is triggered more by the relationship with the physical space than by visual impact through the boiserie that traces sinuously along the perimeter of the rooms giving an intimate scale to the set. meanwhile, material expression links the project back to its location — milan. terrazzo, tiles and formica are combined with beds and benches, to establish a sense of rhythm and provide a backdrop to accompany the 1970s-themed collection.

the set up forms a continuous scene with pathways distinguished by the wooden partitioning
image © alberto moncada

the materials used celebrates the city of milan: terrazzo, tiles, and formica
image © alberto moncada

the walls weave through the concrete columns of the venue
image © agostino osio

AMO and prada took the decision to go back to basics with the runway set
image © agostino osio

the audience will sit on the beds and benches that are installed against the partitioning
image © agostino osio

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save