PRADA CATWALK MAN + WOMAN FW 2013, ITALY, MILAN, 2013

Prada Catwalk Man FW 2013

As an inversion of the traditional catwalk configuration, AMO conceives a set built around the perimeter of the audience, which is seated on an irregularly shaped central island. The audience faces an "ideal house": an interior populated with geometric furniture, objects and manifestations of everyday life. The models weave through this set, acting as characters in a sequence of sophisticated domestic scenes.

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A series of images are projected through multiple windows frames onto the perimeter wall. They alternate between outdoor urban images and interiors, expanding the show space and working as backdrop to the interior sets.

The stage and the island are built in wood. The entire scene is unified by a neutral light grey color that covers both stage and the perimeter wall. Furniture is built in wood, metal and Plexiglas in combination with paper textures, while objects are realized in blue foam and / or painted wood.

The abstract and geometric furniture that populate the ideal house are anticipations of the upcoming series designed by OMA for Knoll: a collection of 12 pieces of essential design and maximum adjustability that meet the most diverse range of uses.

 

Prada Catwalk Woman FW 2013

As an inversion of the traditional catwalk configuration, AMO conceives a set built around the perimeter of the audience, which is seated on an irregularly shaped central island. The audience faces a "reclaimed space": a vaguely industrial yet semi abandoned environment, populated by few manifestations of domestic everyday life. Models weave through this set, exploring and re-inhabiting an undefined large interior.


A continuous series of images is projected on the walls; they combine idyllic settings and industrial devices into a mysterious and abstract panorama, expanding the show space into a post-romantic imagery.


The stage and the island are built in wood. The floor is a patterned combination of burnt wood planks and industrial metal sheets. Furniture is built in wood, metal and plexiglass in combination with paper textures, while curtains are in blue and grey velvet.

Photos: Agostino Osio, Giovanna Silva, and Phil Meech

FACT SHEET

Project: Catwalk for Prada MAN + WOMAN Fall/Winter 2013

Status: Completed January 2013 + February 2013

Client: Prada

 



CREDITS

Prada Catwalk Man FW 2013

Team: Antonio Barone, Yasuhito Hirose, Lok Jansen, Jeroen Koolhaas, Rem Koolhaas, Ippolito Pestellini Laparelli, Courtney Song, Miguel Taborda, Lucia Venturini, Antriana Voutsina, Lucia Zamponi

Animation: April, Alessandro Farinella, Matteo Frittelli, Francesco Tiribelli

Prada Catwalk Woman FW 2013

Team: Rem Koolhaas, Ippolito Pestellini Laparelli, Lok Jansen, Jeroen Koolhaas, Miguel Taborda, Lucia Venturini



PRESS
New York Times, 13 January