OMA/AMO Set the Scene for Prada's 2017 Fall/Winter Runway Show With a Domestic Interior

Staging “the bare simplicity of everyday life.”

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Design
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Prada’s ’70s throwbacks weren’t the only eye candy to take in at its Fall/Winter 2017 runway show in Milan over the weekend. For the runway itself, the Italian luxury label tapped none other than Rem Koolhaas and OMA’s AMO imprint “to go back to basics, to abandon the construction of hyper-realistic and fully immersive sets in favor of a modest and domestic design.” Billed as “a return to reality and to the possibility of an intimate, unmediated experience between audience and fashion,” the gorgeous setup was highlighted by a continuous wooden partition that combined with terrazzo, tiles and formica to divide the space into a series of consecutive sceneries populated with benches and beds to act as seating for the audience itself. Explained AMO:

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. 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.

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