An Ideal House for Prada by AMO

As a way to reinterpret the traditional runway format to unveil Prada’s menswear collection for Autumn/Winter 2013 during Milan Fashion Week, design studio AMO (the research wing of architect Rem Koolhaas’s OMA that have been working with Prada for over a decade) conceived a set built around the perimeter of the audience. The models wearing the collection walked through the set, acting as characters in a sequence of domestic scenes, while the audience sat on an irregularly shaped central island made of wood facing an ‘ideal house’. This set was populated with examples of geometric furniture (made from wood, metal and Plexiglas in combination with paper textures) that form part of a new collection of 12 pieces designed by OMA for Knoll), as well as objects made from blue foam and painted wood, and manifestations of everyday life.