AMO unveils transforming scenography with retractable ceiling at prada FW 2023 show

AMO scenography design for Prada FW2023

For Prada’s Fall/Winter 2023 menswear show, AMO, OMA’s research and design studio, conceived a scenography that transforms during the show, changing the perception of the space at the Deposito at Fondazione Prada. During the fashion show, the ceiling rises to unveil multiple three-meter-tall chandeliers that reference a classic form with industrial materiality, and then retracts to its original position. As the ceiling rises and falls, the proportions and atmosphere of the space gradually change, from a dark room with a low ceiling to a warm, monumental, salon-like space. 

reconstructing perception, meaning and identity

Prada’s Fall/Winter 2023 menswear collection by Miuccia Prada and Raf Simons is an exploration of the foundations of fashion to promote its meaning, value, and importance in today’s world. The collection highlights the modernist principles of reduction and simplicity, combining them with apparent contradictions such as comfort, exaggeration and intimacy. Silhouettes are accentuated and amplified, and the extreme interchangeability between couture volumes is explored through the architecture of the garments

In an effort to integrate the principles of the collection into the interior design, AMO exposed the concrete shell of the building to reveal a bare, raw panorama. OMA’s research team designed a ceiling that slowly rises to transform the space from intimate to large, the altered scale, in turn, changing our perspective on the clothes within. The dimensions are reshaped, radically altered, demonstrating a reconstruction of the meaning, of identity activated by a minimal gesture.

project info: 

name: Prada’s Fall/Winter 2023 menswear show
designer: OMA/AMO
location: Fondazione Prada, Milan