OMA/AMO’s domestic interiors stage prada’s F/W fashion show in milan

wooden paneling runs continuously along the perimeter of the rooms, designed to give an intimate and controlled scale to the overall scenography.

philip stevens February 23, 2017 3 min

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‘fashion is about the everyday, and the everyday is the political stage of our freedoms,’ says prada. for its women’s fall/winter 2017 fashion show, the italian luxury fashion house has again collaborated with AMO — OMA’s research and design branch. the scheme adds to the concentrically organized set originally designed for men’s fashion week in january. prada explains that the design considers ‘the role that women have in shaping modern society, their political participation and social achievements.’

prada womens fall winter fashion
all images courtesy of prada

while the center maintains an intimate scale, the perimeter has been conceived by AMO as an abstract exterior, with a sinuous wooden partition used to divide the room into a series of consecutive scenes. referred to as a ‘boiserie’, the paneling runs continuously along the perimeter of the rooms, designed to give an intimate and controlled scale to the scenography.

prada womens fall winter fashion
the center maintains an intimate scale, while the perimeter has been conceived as an ‘abstract exterior’

in contrast to the men’s show earlier in the year, the existing interior walls are filled with a series of posters, many of which have been inspired by the work of american illustrator robert mcginnis. the profound sense of domesticity is further amplified by the presence of beds, benches, and lamps, props which both double as seating for spectators, and define the rhythm for the overall composition.

prada womens fall winter fashion
a sinuous wooden partition has been used to divide the room into a series of consecutive scenes

‘in the current moment — one where we are confronted with several cultural uncertainties — it is hard to think that any form of creative production will be exiled from taking a position in favor of the liberal values we share,’ continues prada. ‘the scenography identifies the intangible centrality of the contemporary female role both at the domestic and public scale.’

prada womens fall winter fashion
the paneling runs continuously along the perimeter of the rooms