AMO Designs Sci-Fi Inspired Set for Prada Runway Show

OMA’S research & design branch AMO developed a cinematic scenography to accompany the brand’s Fall Winter Menswear Show. This is a continuation of its long-standing collaboration with Prada. The hall of Deposito at Fondazione Prada is encircled by yellow carpeting. This setting has been reimagined with stage lighting and olive-green theatre chairs. Contrast this, metal-clad tunnels adorned with neon lights and showcasing sci-fi-inspired looks emphasize “the uncanny connection between the theatrical atmospheres and the technological atmospheres”.

© Agostino Osio, Courtesy of OMA

Prada describes AMO’s design as “a representation a heightened reality”. It brings theatre and cinema to the forefront. The tunnel is made of concrete and echoes Deposito’s raw materials. This contrasts with the soft, moody design of the performance space. The spacious space is accessed by models through sci-fi-inspired tunnels made of metal grating and lit with neon lights. The chairs are arranged in an orthogonal grid within the venue. This creates a runway where theatre spotlights follow models. Hollywood actors were also invited to model the garments in order to emphasize the blurred line between reality and fiction.

© Agostino Osio, Courtesy of OMA

OMA/AMO’s long-standing partnership with Prada that dates back to 2004 is fertile ground for architectural experimentation. It has produced impactful designs such as the 2009 Prada Transformer runway show, or well-crafted architectural projects such as the headquarters of Fondazione Prada.