OMA / AMO: prada men's SS 2012 runway
original content
jun 24, 2011
OMA / AMO: prada men's SS 2012 runway

‘field’ for the men’s spring/summer 2012 collection by OMA / AMO at the prada fondazione, milan
© OMA; image by agostino osio

italian fashion house, prada’s men’s spring/summer 2012 collection presentation transpired within a runway framework designed
by OMA/AMO. an ordered grid of 600 blue foam blocks arranged in a 1.5m by 1.5m grid permeated
the prada fashion show space in milan. the blocks intended for audience seating also doubled as edges for the varied catwalk paths,
inevitably integrating individuals into the show. models filtered between the seats in highly choreographed catwalk patterns,
turning along the grid in divergent directions.

catwalks integrated into audience seating
© OMA; image by agostino osio

the rhythmic rows of seating situated within the confines of the vast historic building creates an unexpectedly sculptural effect.
artificial grass contrasts against the blue blocks, evoking imagery of an outdoor picnic. the building’s rustic and monochromatic
concrete walls amplify the saturation of the colorful installation. sixteen parabolic aluminized reflector light panels located around
the perimeter of the grid provide lighting for the runway.

audience seating and camera platforms
© OMA; image by agostino osio

perimeter and light panels
© OMA; image by agostino osio

© OMA; image by agostino osio

entrance to event space
© OMA; image by agostino osio

runway meandering through the audience
© OMA; image by agostino osio

image courtesy of prada

runway finale
image courtesy of prada

video footage of the runway show

comments policy
login with designboom
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

OMA / rem koolhaas (126 articles)

product library