AMO Created a Paper Show Space for Prada
Kalin Ned — June 30, 2022 — Art & Design
A stunning paper show space was the backdrop for the runway debut for Italian luxury fashion brand Prada's Spring/Summer 2023 menswear show, which took place at the Fondazione Prada in Milan. In order to bring this interesting and unexpected vision to life, the fashion house collaborated with AMO, which is also known as "the research studio of Dutch architecture studio OMA."
The entirety of the runway space was reimagined as an oversized home where everything—from the floors and curtains to the windows and walls—was crafted out of heavyweight raw-edged paper. Aside from the visual impact, this also created an interesting juxtaposition of textures. About the paper show space, project architect Giulio Margheri shared that "we wanted to create an atmosphere that conveys softness and modesty in the context of a world in which aggression is increasingly present."
Image Credit: Agostino Osio, courtesy of Prada and OMA
The entirety of the runway space was reimagined as an oversized home where everything—from the floors and curtains to the windows and walls—was crafted out of heavyweight raw-edged paper. Aside from the visual impact, this also created an interesting juxtaposition of textures. About the paper show space, project architect Giulio Margheri shared that "we wanted to create an atmosphere that conveys softness and modesty in the context of a world in which aggression is increasingly present."
Image Credit: Agostino Osio, courtesy of Prada and OMA
Trend Themes
1. Paper Runway Shows - Opportunity for fashion brands to incorporate unique, sustainable and eco-friendly elements in their runway shows.
2. Experimental Show Spaces - Opportunity for collaboration between architecture and fashion industries to create immersive and memorable brand experiences.
3. Raw Material Aesthetics - Opportunity for brands to showcase the beauty of raw and unfinished materials in design to create unique visual impacts.
Industry Implications
1. Fashion Industry - Opportunity for fashion brands to push the boundaries of traditional runway shows and incorporate unusual materials and show spaces.
2. Architecture Industry - Opportunity for architecture firms to collaborate with fashion brands and apply their expertise in creating unique and immersive show spaces.
3. Event Management Industry - Opportunity for event management companies to offer unique and memorable experiences for fashion shows and events through collaboration with architecture and fashion industries.
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