AMO, the analysis and design arm of OMA, the agency based by Rem Koolhaas, has been creating the interiors of Prada’s retail spaces and the set designs for the corporate’s style exhibits for the previous twenty years.
Because the creation of digital know-how and the emergence of social networks and the metaverse, bridges have been built between architecture, design, and style, redefining the conventions of the textile business and runways, which have turn out to be key issues when it comes to measurement and visibility.
In the early 2000s, AMO worked with Prada on multi-sensory designs and experiences. Examples embrace the Epicenter flagships in New York, Los Angeles, and San Francisco, the Transformer pavilion in Seoul, and the Prada Basis in Milan.
An efficient partnership that continues in the style exhibits’ scenographies that continually query creation, shapes, and expectations on the coronary heart of the Style Weeks marathon.
The sales strategies of these exhibits are not based mostly solely on the product, however on a whole imagination that involves life in prestigious settings. And like its colleagues, the Milanese luxury home has shortly understood this.
A collaboration that has taken place over time underneath the aegis of Rem Koolhaas and Ippolito Pestellini Laparelli, creating evolving settings that stand out.
Experimentation and transformation
For the Spring/Summer time 2012 Men’s present, AMO invited the public to take a seat on blue foam blocks spread out on a wonderfully aligned, precise grid, invoking imagery of a geometric exterior.
For the 2018 present, it was immersed on the earth of comics. In 2020, the studio created a luminous and labyrinthine set up that amplified the economic monumentality and rawness of the Silo Corridor in Minsheng Wharf in Shanghai.
In 2021, a digital present (Covid obliges) for the Fall-Winter Men’s/Ladies’s collection. The design was based mostly on the thought of the passage of time in areas seen from totally different angles, including textures with a sensory touch. For 2022, the fashion exhibits have been just as creative: The Men’s Spring/Summer time present design, Utopia of Normality, provided a summer time escape alongside a pink tunnel, ending in a space the place nature and artifacts interacted.
The Fall/Winter Men’s assortment was impressed by a cinematic area age, with rows of seats bordered by zigzag lighting, leading to a world of blue neon and metallic grids.
As for the Fall/Winter Males’s/Ladies’s collection, it concurrently immersed the general public in the Yin An Palace in Beijing and its 3D duplicate inside the metaverse.
AMO thus brilliantly applies and renews its architectural considering in the service of the Italian brand, all the time telling a story inside a story.
Crédits : @OMA
Nathalie Dassa
L’article THE ART OF REDEFINING PRADA’S SCENIC TERRITORIES est apparu en premier sur Galerie Joseph.
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