AMO designed an elegant office and natural landscape for Prada's Fall/Winter 2024 menswear show.
For the Fall/Winter Prada 2024 menswear show, AMO designed a space that draws inspiration from two contrasting elements of modern life: office interiors and the natural landscape. Restoring the space of the Deposito Hall at the Fondazione Prada in Milan, the designers chose to create a contrasting image of opposite elements: rows of office chairs illuminated by the white light of LED lamps, standing on a pastoral landscape with arched arches. And plenty of foliage. The design aims to highlight this separation between natural intuition and the conventional environment of modern life.
The space reflects Parada's F/W menswear collection, which explores similar themes of emotional intuitions linked to the cycles of nature, expressing a connection and desire to reconnect with the outside world. In Deposito, the landscape is separated by a transparent floor, appearing as „an analog projection among the many digital images that fill one's life today.”
The workplace, as represented by the office interior, has become the „natural habitat of the contemporary individual”. Here it contrasts with the desired image of romantic scenery, creating a mixture of realism and abstraction. During the show, the models made their way to an awkward arrangement of office chairs, while the audience was positioned under office lights and beneath a glass-enclosed natural landscape.
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The change of seasons enables man to continue to see the world with new eyes… The 'Rite of Spring' inspired generations of artists to renew themselves and the seasons are the most constant theme in all schools of painting. Fashion wants the same effect of renewal. – AMO
The set design continues the long-standing collaboration between OMA/AMO and Prada, which dates back to 2004. Over the years, designers have transformed the space in the Deposito Hall at the Fondazione Prada with movable ceilings, sci-fi-inspired scenography, or fluid partitions that separate the models from the audience. The partnership further demonstrates how architecture and fashion share an intriguing relationship, influencing each other's aesthetics and concepts.
