AMO for Prada: The ideal house

For the Prada Men Fall-Winter 2013 show, AMO creates an unconventional set populated with geometric furniture, objects and manifestations of everyday life, bringing a domestic dimension to the catwalk.

For the Prada Men Fall-Winter 2013 fashion show, OMA research branch AMO designed a geometric wooden volume defined by diverse heights, steps and irregular paths, which simultaneously contained the audience and the models. The set is built around the perimeter of the audience, that sits on an irregularly shaped central island facing an "ideal house": an interior populated with geometric furniture, objects and manifestations of everyday life. These dominate the space with their eccentric colours and experimental materials, in sync with the 70s style proposed by the Prada collection.

In the perimeter wall, a series of images are projected through multiple window frames, alternating between outdoor urban images and interiors. Ultimately, they expand the set beyond its physical borders, while simultaneously working as backdrop to the interior sets, where the models act as characters in a sequence of sophisticated domestic scenes. The entire scene is unified by a neutral light grey color that covers both stage and the perimeter wall.

The furniture on stage is built in wood, metal and Plexiglas in combination with paper textures, while objects are realized in blue foam or painted wood. The abstract and geometric furniture that populates the ideal house anticipates of the upcoming series designed by OMA for Knoll , which will be launched officially later this year.
Top and above: AMO, <em>The ideal house</em>, set design for Prada Men Fall-Winter 2013 fashion show, Prada, Milan, January 2013. Photos courtesy of Prada
Top and above: AMO, The ideal house , set design for Prada Men Fall-Winter 2013 fashion show, Prada, Milan, January 2013. Photos courtesy of Prada

Please, edit the Gallery

Latest on News

Latest on Domus

Read more
China Germany India Mexico, Central America and Caribbean Sri Lanka Korea icon-camera close icon-comments icon-down-sm icon-download icon-facebook icon-heart icon-heart icon-next-sm icon-next icon-pinterest icon-play icon-plus icon-prev-sm icon-prev Search icon-twitter icon-views icon-instagram