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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
entrance
© OMA; image by agostino osio
entrance to event space
© OMA; image by agostino osio
runway meandering through the audience
© OMA; image by agostino osio
finale
image courtesy of prada
runway finale
image courtesy of prada
video footage of the runway show
please don't embarrass yourself, don't talk about something you just don't understand...
quite seriously, since you "understand" this, please do share your wisdom about all the deep and complicated aspects that you see in this project and the rest of us fail to recognize?
blue foam, boxes, grid...one does not need an epiphany nor do they need to be an architectural genious to recognize a generic project based on a tired idea when they see one. unless they have been completely oblivious regarding architecture over the last couple of decades or so and have just woken up to oma's work.
"baracconate"
Talk about fascist.
Everyone looks uncomfortable.
I kind of get a sporty theme with the astroturf and stadium lighting, but the clothes dont respond to this.
PS: That blue foam is extremely unsustainable!
The audience is organized in a perfect field. 600 visitors sit on individual blue foam blocks distributed over a 1.5 x 1.5 meter grid spread through the entire hall. Models flow through the highly-organized audience, following multiple choreographed routes that allow maximum visibility.
The field is a commentary on the audience, transformed from indeterminate crowd to regimented, possibly anxious, isolated individuals. Each guest becomes a challenge for the new fashion; each confrontation becomes highly personal…
The field is based on a zero degree approach: a spatial system as opposed to an elaborated design...
Artificial grass covers the floor. Light is provided by 16 panels of 30 PAR lights each, vaguely resembling stadium lighting systems.
The set up refers to the imagery of a geometric outdoors; the audience participates in a perfectly organized picnic…
But to me it looks really awesome, with the colours, grid and building. Also the music is great!
The living wear Prada, the dead - just watching.
If this was the point, the clothes would perfectly fit in.
Well, the ghosts don't feel pain in their backs or necks. Lucky bastirds :)
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