AMO wraps prada's FW16 runway venue entirely in OSB wood
 
AMO wraps prada's FW16 runway venue entirely in OSB wood
jan 18, 2016

AMO wraps prada's FW16 runway venue entirely in OSB wood

AMO wraps prada’s FW16 runway venue entirely in OSB wood
images © agostino osio / designboom
 

 

 

AMO sets the stage for prada‘s 2016 fall/winter show which took place during mens fashion week in milan. set inside the prada groups milan HQ on via fogazzaro, designboom was invited to the presentation, where once again, a scene and a narrative was created to bring out the italian-fashion house’s latest collection.

AMO-prada-AW-milan-mens-fashion-week-designboom-02
traditional public stages and places of civic ceremonies influenced the overall design

 

 

 

traditional public stages and places of civic ceremonies were the main references that influenced the design. adopting a symmetrical floor plan, a system of balconies and tribunes for the guests wrapped around the runway and a raised platform was inserted into the middle. combining of form, material and dramatic lighting, this resulted in the creation of a theatrical yet enigmatic atmosphere.

AMO-prada-AW-milan-mens-fashion-week-designboom-03
a raised viewing platform is inserted into the middle of the room, dominating the catwalk

 

 

 

the main element of the scheme was the use of OSB wood cladding- providing texture and countering the simplicity of the structures. this assemblage of OSB interventions was used not only in the interior, but began at the entrance, expanding into the surrounding milanese street scape and giving the invited guests a glimpse of what there was to follow.

AMO-prada-AW-milan-mens-fashion-week-designboom-04
the two-level balcony wrapped around the venue

 

 

 

‘guests gather on the balconies, tribunes and central platform in crowds according to a series of spatial hierarchies. no longer bystanders, they become active participants in the ritual unfolding around them.’ – AMO

AMO-prada-AW-milan-mens-fashion-week-designboom-04
for the show, the spectator became an active participant in the events unfolding in front of them

AMO-prada-AW-milan-mens-fashion-week-designboom-04
the use of theatrical lighting highlighted the material and certain parts of the stage
image © alberto moncada

AMO-prada-AW-milan-mens-fashion-week-designboom-04
guests gathered on the balconies, tribunes and central platform in crowds according to a series of spatial hierarchies
image © alberto moncada

AMO-prada-AW-milan-mens-fashion-week-designboom-04
wooden folded chairs the seating used for the front-row guests
image © designboom

AMO-prada-AW-milan-mens-fashion-week-designboom-04
incandescente
image © designboom

AMO-prada-AW-milan-mens-fashion-week-designboom-15
image © designboom

AMO-prada-AW-milan-mens-fashion-week-designboom-13
models walking the runway during the show

AMO-prada-AW-milan-mens-fashion-week-designboom-04
image © designboom

AMO-prada-AW-milan-mens-fashion-week-designboom-14
OSB was also used to form the queue barriers outside
image © designboom

AMO-prada-AW-milan-mens-fashion-week-designboom-04
the OSB intervention took over the front façade

AMO-prada-AW-milan-mens-fashion-week-designboom-04
a contrast between the temporary intervention and the traditional milanese building

 


models walking the finale
video © designboom

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy

PRODUCT LIBRARY

a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

architecture news

×
keep up with our daily and weekly stories
508,333 subscribers
- see sample
- see sample
designboom magazine