7 JulyAMO / Prada launch Prada Prototypes auction website 
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By OMA © All rights reserved
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| Rotterdam / Milan, 10 July 2007 – AMO, the think-tank of the Office for Metropolitan Architecture (OMA) has completed the newest component of the Prada.com website - an online auction,of exclusive collectible pieces by the Prada fashion house. | |
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The auction website lets bidders personalize the process by allowing them to include information about themselves, photo, or links to their websites. Bidders can also track the bid history of individual pieces through a graphic chart. The 'Prada Prototypes' auction features 24 pieces including dresses, skirts, bags and shoes all hand-selected by Miuccia Prada. Initially created for the catwalk, the pieces have never appeared or been produced with the specific colour or material and some pieces have been made specifically for the auction. The Prototypes auction is open to anyone over 18 from almost any location in the world. Visitors to the site have seven days to bid on the one-off Prada pieces with 3 items being auctioned every Monday, Wednesday and Friday. Proceeds of the digital event will be donated to the Fondazione Areté Onlus San Raffaele a hospital and medical research centre in Milan, Italy. The 'Prada Prototypes' auction website is a continuation of the long-term collaboration between AMO and Prada. In early 2002 while OMA worked on the design of Prada Epicentre stores in New York, San Francisco and Los Angeles, AMO worked on creating PRADA’s in store information technology and media content. Most recently AMO has been responsible for the design of all the catwalk fashion shows for both Prada and Miu Miu labels and the filming and editing of the behind the scenes movies of these shows. This year AMO created Prada's America's Cup launch event at Mercado Central of Valencia, Spain and designed the Obvious Classics #1 line of t-shirts. In 2004 AMO began a series of exhibitions in Tokyo, titled 'Waist-Down' which have since travelled to Shanghai, New York and Los Angeles and in 2005 AMO began the development of Prada’s online presence with the Prada Parfums websites which included the websites and the 'making-of' movies of the campaigns. Other projects by AMO: AMO's resume includes work for the Hermitage Museum in St. Petersburg, Universal Studios, Amsterdam Airport Schiphol, Harvard University, Condé Nast, Heineken, Ikea, and the European Union. Recent works include a strategy for the future of Volkswagen, and work for Platform 21, new design institute in Amsterdam. At the 10th International Architecture Biennale of Venice (2006) AMO presented an exhibition followed by the publication, Al Manakh, detailing urban developments in the Persian Gulf and the combined impact of these developments on the region. www.prada.com The counterpart to OMA's traditional architectural practice is AMO, a design and research studio based in OMA's Rotterdam office. While OMA remains dedicated to the realization of buildings and master plans, its subsidiary AMO is a think tank that operates in areas beyond the boundaries of architecture and urbanism - including sociology, technology, media and politics. For more information, please contact Jan Knikker or Hausi Abdul-Karim at the OMA PR department pr@oma.nl | Tel. +31 10 24 38 200 | Fax +31 10 24 38 202 |
