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AMO for Prada Women

Red, black and OSB wood dominate the space of Prada Fall / Winter 2016 fashion show, recreating traditional public stages and places of civic ceremonies.

OMA/AMO, Sala Sfilata Prada Donna Autunno/Inverno 2016

For the 2016 Fall Winter Prada show, AMO takes inspiration from the traditional public stages and places of civic ceremonies.

Placed around the pheriphery of the room, a system of balconies and tribunes defines the central space. Similar, yet different they create an imbalaced simmetry. A raised viewing platform is inserted into the middle of the room, dominating the catwalk.

This assemblage of structures breaks through the building, expanding outside the room. It creates an oneiric passage from street to show. Guest gather on the balconies, tribunes and central platfom in crowds according to a series of spatial hierarchies. No longer bystanders, they become active participants in the ritual unfolding around them.

Tridimensional patches of red and black alter the simplicity of the structure, while dramatic lighting enhances the uneven texture of the OSB wood cladding.

The dark and enigmatic chiaroscuro atmosphere in enhanced by a theatrical use of scarlet light that emphasize the subtle detailing of the structure.