rem koolhaas + AMO use 'inviting and seductive' materials for prada's F/W 2021 menswear show

rem koolhaas and AMO have devised the setting for prada’s fall/winter 2021 menswear show titled ‘possible feelings’. the design explores the need to feel and the pleasure of tactility, resulting in a range of surface textures and finishes. each of the rooms has been designed to stimulate the senses, with bright colors and and panes of marble, resin, plaster, and faux fur found throughout. ‘inviting and seductive, they can pretend to be both interior and exterior, hard and soft, warm and cold: simultaneously both and neither, they allow absolute freedom of interpretation and expression,’ explains prada.

all images courtesy of prada

the setting designed by rem koolhaas and AMO hosted the digital show of the prada fall/winter 2021 menswear collection by miuccia prada and raf simons. the spaces are inspired by the collection, which echoes the notion of sensory stimulation with geometric-patterned jacquard knits and leathers combined with nylon, bouclé tweeds, and classic pinstripe wool suiting — in both traditional and unanticipated colors. the show also had an original electronic soundtrack by plastikman aka richie hawtin.

with the ambition of repurposing furnishings used for the prada group’s shows, the materials utilized in the set will be upcycled, finding a new life after the event through special product installations and pop-ups around the world. these materials will be donated to meta, a circular economy project based in milan, which offers sustainable solutions to waste disposal within ephemeral events by collecting and recovering materials for selling and rentals. experience the space in 3D below and see other fashion show projects on designboom here.

project info:

name: possible feelings
event: the prada fall/winter 2021 menswear show
company: prada
design: rem koolhaas / AMO