The material that creates the shape. Jacquemus Shop-in-Shop by AMO

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AMO - OMA. - Ellen van Loon, Giulio Margheri.
Project team
Camille Filbien, Valerio Di Festa and Mattia Locci.
Paris.- 60 sqm. London.- 82 sqm.
Opening Galeries Lafayette and Selfridges.- July 2022.
Paris, France. London, United Kingdom.

Think tank of the Office for Metropolitan Architecture (OMA). AMO

AMO is the think tank of the Office for Metropolitan Architecture (OMA), co-founded by Rem Koolhaas in 1999. Applying architectural thinking to domains beyond building, AMO has worked with Prada, the European Union, Universal Studios, Amsterdam’s Schiphol airport, Condé Nast, Harvard University, and the Hermitage. It has produced exhibitions, including Expansion and Neglect (2005) and When Attitudes Become Form: Bern 1969/Venice 2013 (2013) at the Venice Biennale; The Gulf (2006), Cronocaos (2010), Public Works (2012), and Elements of Architecture (2014) at the Venice Architecture Biennale; and Serial Classics and Portable Classics (both 2015) at Fondazione Prada, Milan and Venice, respectively.

AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. This is the case with Prada: AMO's research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. In 2004, AMO was commissioned by the European Union to study its visual communication, and designed a coloured "barcode" flag – combining the flags of all member states – that was used during the Austrian presidency of the EU.

AMO has worked with Universal Studios, Amsterdam's Schiphol airport, Heineken, Ikea, Condé Nast, Harvard University and the Hermitage. It has produced exhibitions at the Venice Architecture Biennale, including The Gulf (2006), Cronocaos (2010) and Public Works (2012) and for Fondazione Prada including When Attitudes Become Form (2012) and Serial and Portable Classics (2015). AMO, with Harvard University, was responsible for the research and curation of the 14th Venice Architecture Biennale and its principle publication Elements. Other notable projects are a plan for a Europe-wide renewable energy grid; Project Japan, a 720-page book on the Metabolism architecture movement (Taschen, 2010); and the educational program of Strelka Institute in Moscow.

Ellen van Loon

Ellen van Loon joined OMA in 1998 and has led several award-winning building projects that combine sophisticated design with precise execution. Some of her most significant contributions include the new G-Star Headquarters in Amsterdam (2014); De Rotterdam, the largest building in the Netherlands (2013); New Court, the Rothschild Bank headquarters in London (2011); exterior and interior design for Maggie's Centre near Glasgow (2011); the Prada Transformer pavilion in Seoul (2009); Casa da Musica in Porto (2005), winner of the 2007 RIBA Award; and the Dutch Embassy in Berlin (2003), winner of the European Union Mies van der Rohe award in 2005. 

Van Loon is currently working on Factory, a large performing arts venue for Manchester; a new building for Brighton College in England; and the home of the Danish Architecture Center in Copenhagen. 

Giulio Margheri

Giulio is an architect and urban researcher. He worked as architect collaborating among others with OMA in Rotterdam, TD architects in Amsterdam, Space Caviar in Belgium, Ipostudio in Florence and Ofis architect in Lubjiana.

Giulio conducted also urban research at the I2a “Insitute of Architecture” in Vico Morcote Switzerland and at Strelka Institute in Moscow.

Moreover, he worked as a Teaching Assistant at the University of Florence Department of Architecture between 2011-2013. He's been guest critic at the Summer School "Thinking City 2015" in Amsterdam and at Skopje Creative Hub 2014 in Skopje.

Some of his works are been published and exhibited including at the Moscow architecture Biennale 2014, at CANactions 2014 in Kyiv and at GARAGE Museum of Contemporary art in Moscow.



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