PRADA CATWALK AND LOOKBOOK MAN FW 2012, ITALY, MILAN, 2012
Grand Interior - Void

The audience is distributed along the perimeter of the room. The central void is occupied by a grand carpet measuring 20x35 metres, a red, white and black patchwork of different pile lengths with a geometric black flower pattern inspired by modernist rug designs.

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The scene is illuminated by six monumental chandeliers made of 300 neon tubes. Together with the carpet they evoke the grandeur of a palace. The audience sits in the dark, witnessing the spectacle of the catwalk show where men walk in an orderly manner accross the carpet as if following a secret script.

For the Prada Autumn/Winter 2012 lookbook, AMO projects the future of fashion as a retrofitted past. Set within a dystopian society of machines and jagged geometries, genetically perfected clones roam digital colonies. Each scene depicts an antiquated landscape within a galaxy of characters engrossed in oblique and possibly deviant power dynamics.

FACT SHEET
Project:
Prada Fall/Winter 2012 Man

Status:
Completed


CREDITS

Partner in charge:
Rem Koolhaas

Associate in charge:
Ippolito Pestellini Laparelli

Team:
Midori Hasuike, Boudewien van den Berg, Barbara Materia