Prada Catwalk Milan Fashion Week 2014

In another collaboration with Prada, architect Rem Koolhaas and the Office Of Metropolitan Architecture (OMA) create an atmospheric theatrical fashion catwalk. The performance, about this 2014 Fall/Winter catwalk, was on last January.

Prada Catwalk Man / Woman FW 2014, Milan, Italy, 2014. Photography © Miguel Taborda / OMA.

It is well known the close collaboration between Prada and OMA/AMO architecture office, to design its fashion catwalks each season. Below, images of the participation of Prada in the Fashion Week in Milan 2014.

Description by OMA

Stage.

The process of designing a set for a fashion show strongly resonates with the one of theatrical performance: in both cases characters, space, costumes, music and lights come together into a single concept, each one contributing to the unique experience of the audience.

For the FW 2014 Men/Women Show, AMO designs a set as an experimental and informal stage for performance.

Hide.

A large 1m high platform occupies the center of the room.

The majority of the audience is orderly arranged around the central stage, while the room is bordered on all sides by metal scaffolding serving as balcony to the rest of the public. Different geometric excavations punctuate the central stage; surprisingly part of the audience sits inside these pockets, becoming part of the overall scenography.

Models weave on the central stage around the audience, while the rest of the public experiences the show all around from multiple points of views. Follow-spot lights orchestrate the movement of the show, leaving the rest of the space in dark and enhancing the theatricality of the experience.

The space is neutral: the central stage is entirely covered in grey felt, while the metal structured of the balcony is cladded all along the perimeter with a curved natural metal mesh. Metal reoccurs in the pockets of the central platform, while felt dominates the main entrance.

CREDITS.

Team.- Andreas Ierides, Rem Koolhaas, Ippolito Pestellini Laparelli, Miguel Taborda, Lucia Venturini.
Photos.- Alberto Moncada, Agostino Osio, Miguel Taborda, Phil Meech.

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More information

OMA. Office for Metropolitan Architecture

Office for Metropolitan Architecture (OMA) is an international practice operating within the traditional boundaries of architecture and urbanism. AMO, a research and design studio, applies architectural thinking to domains beyond.

OMA is led by eight partners – Rem Koolhaas, Reinier de Graaf, Ellen van Loon, Shohei Shigematsu, Iyad Alsaka, Chris van Duijn, Jason Long, and Managing Partner-Architect David Gianotten – and maintains offices in Rotterdam, New York, Hong Kong, Doha, and Australia. OMA-designed buildings currently under construction are the renovation of Kaufhaus des Westens (KaDeWe) in Berlin, The Factory in Manchester, Hangzhou Prism, the CMG Times Center in Shenzhen and the Simone Veil Bridge in Bordeaux.

OMA’s completed projects include Simone Veil Bridge in Bordeaux (2024), LANTERN in Detroit (2024), Mangalem 21 in Tirana (2023), Aviva Studios – Factory International in Manchester (2023), Apollolaan 171 in Amsterdam (2023), Buffalo AKG Art Museum in Buffalo (2023), Toranomon Hills Station Tower in Tokyo (2023), Taipei Performing Arts Centre (2022), Audrey Irmas Pavilion in Los Angeles (2020), Norra Tornen in Stockholm (2020), Axel Springer Campus in Berlin (2020), MEETT Toulouse Exhibition and Convention Centre (2020), Galleria in Gwanggyo (2020), WA Museum Boola Bardip (2020), nhow RAI Hotel in Amsterdam (2020), a new building for Brighton College (2020), and Potato Head Studios in Bali (2020). Earlier buildings include Fondazione Prada in Milan (2018), Garage Museum of Contemporary Art in Moscow (2015), De Rotterdam (2013), CCTV Headquarters in Beijing (2012), Casa da Música in Porto (2005), and the Seattle Central Library (2004).

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 colored "barcode" flag, combining the flags of all member states, which 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 Countryside: The Future, a research exhibited at Solomon R. Guggenheim Museum in New York; exhibitions at the Venice Architecture Biennale, including Public Works (2012), Cronocaos (2010), and The Gulf (2006); 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 publication Elements. Other notable projects are Roadmap 2050, 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.

Published on: March 9, 2014

Cite:

metalocus, JOSÉ JUAN BARBA

"Prada Catwalk Milan Fashion Week 2014" METALOCUS. Accessed

<https://www.metalocus.es/en/news/prada-catwalk-milan-fashion-week-2014> ISSN 1139-6415