Fluid architecture. Liquid walls for Prada's Spring Summer 2024 by AMO
22/06/2023.
[MIL] Italy
metalocus, ANTONIO CORREDERA
metalocus, ANTONIO CORREDERA
Dutch architecture think tank studio AMO designed an aluminum-clad space with slime falling from the ceiling to form liquid walls for fashion house Prada's Spring Summer 2024 menswear show.
Located in the Deposito space at the brand's Rem Koolhaas-designed Fondazione Prada art center in Milan, Italy, AMO clad the walls, floor, and suspended ceiling in aluminum to create a cage-like structure for the show.
Located in the Deposito space at the brand's Rem Koolhaas-designed Fondazione Prada art center in Milan, Italy, AMO clad the walls, floor, and suspended ceiling in aluminum to create a cage-like structure for the show.
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada
Within this industrial space, with an Aluminium envelop, a material 100% recyclable and, maybe for its eco-friendly properties, chosed by AMO and Prada as the best material to represent their theme of fluidity, the models walked between liquid walls formed by 3,000 kilos of slime that dripped down from the ceiling and formed green puddles on the floor.
AMO's design aimed to change the perception of the industrial space, adding an organic aspect that would also affect how the audience saw and interacted with the models. Nodding to that of the collection itself, called Fluid Form, which Prada described as "an examination of fluid architecture, around the human body".
A ring of industrial lamps placed around the ceiling lit up the catwalk, adding to its clinical feel.
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada.
AMO's design aimed to change the perception of the industrial space, adding an organic aspect that would also affect how the audience saw and interacted with the models. Nodding to that of the collection itself, called Fluid Form, which Prada described as "an examination of fluid architecture, around the human body".
A ring of industrial lamps placed around the ceiling lit up the catwalk, adding to its clinical feel.
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada.
Prada's Spring Summer 2024 by AMO. Photograph courtesy of Prada.
"An examination of fluid architecture, around the human body. The Spring/Summer 2024 Prada menswear collection by Miuccia Prada and Raf Simons proposes an absolute freedom of the body, expressed through the foundations of the garments that clothe it.
The shirt is a point of departure, its structure and details borrowed as a base to transform an entire stable of menswear - suits, raincoats, active sportswear, reporter jackets. Reconsidered construction, re-constructed. Beginning with simplicity, the collection proposes a notion of expansion, amplification of an idea - a paradox between silhouette and materiality. The ultimate aim is a constant awareness of the body within, and its liberation."
The shirt is a point of departure, its structure and details borrowed as a base to transform an entire stable of menswear - suits, raincoats, active sportswear, reporter jackets. Reconsidered construction, re-constructed. Beginning with simplicity, the collection proposes a notion of expansion, amplification of an idea - a paradox between silhouette and materiality. The ultimate aim is a constant awareness of the body within, and its liberation."
Prada statement.
AMO, which is the research and creative studio of Dutch architecture firm OMA, has created numerous show designs for Prada in the Fondazione Prada space.
More information
Think tank of the Office for Metropolitan Architecture (OMA). AMO
AMO is the think tank of the Office for Metropolitan Architecture (OMA), co-founded by Rem Koolhaas in 1999. Applying architectural thinking to domains beyond building, AMO has worked with Prada, the European Union, Universal Studios, Amsterdam’s Schiphol airport, Condé Nast, Harvard University, and the Hermitage. It has produced exhibitions, including Expansion and Neglect (2005) and When Attitudes Become Form: Bern 1969/Venice 2013 (2013) at the Venice Biennale; The Gulf (2006), Cronocaos (2010), Public Works (2012), and Elements of Architecture (2014) at the Venice Architecture Biennale; and Serial Classics and Portable Classics (both 2015) at Fondazione Prada, Milan and Venice, respectively.
AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. This is the case with Prada: AMO's research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. In 2004, AMO was commissioned by the European Union to study its visual communication, and designed a coloured "barcode" flag – combining the flags of all member states – that was used during the Austrian presidency of the EU.
AMO has worked with Universal Studios, Amsterdam's Schiphol airport, Heineken, Ikea, Condé Nast, Harvard University and the Hermitage. It has produced exhibitions at the Venice Architecture Biennale, including The Gulf (2006), Cronocaos (2010) and Public Works (2012) and for Fondazione Prada including When Attitudes Become Form (2012) and Serial and Portable Classics (2015). AMO, with Harvard University, was responsible for the research and curation of the 14th Venice Architecture Biennale and its principle publication Elements. Other notable projects are a plan for a Europe-wide renewable energy grid; Project Japan, a 720-page book on the Metabolism architecture movement (Taschen, 2010); and the educational program of Strelka Institute in Moscow.
AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. This is the case with Prada: AMO's research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. In 2004, AMO was commissioned by the European Union to study its visual communication, and designed a coloured "barcode" flag – combining the flags of all member states – that was used during the Austrian presidency of the EU.
AMO has worked with Universal Studios, Amsterdam's Schiphol airport, Heineken, Ikea, Condé Nast, Harvard University and the Hermitage. It has produced exhibitions at the Venice Architecture Biennale, including The Gulf (2006), Cronocaos (2010) and Public Works (2012) and for Fondazione Prada including When Attitudes Become Form (2012) and Serial and Portable Classics (2015). AMO, with Harvard University, was responsible for the research and curation of the 14th Venice Architecture Biennale and its principle publication Elements. Other notable projects are a plan for a Europe-wide renewable energy grid; Project Japan, a 720-page book on the Metabolism architecture movement (Taschen, 2010); and the educational program of Strelka Institute in Moscow.
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