AMO’s latest collaboration with the fashion industry went on display recently as part of the 2024 FW Prada Men's Show, held on January 14th at the Fondazione Prada for Milan Fashion Week.
For the presentation, AMO and partner in charge Rem Koolhaas created a scenographic imitation of an outmoded office environment set against an outer landscape that appears to audience members from beneath a transparent platform stage as though an “analogue projection among the many digital images that saturate one’s life today.”
This theatrical blending of nature and its opposite keys to the brand’s stated desire to produce clothes that reflect the spaces and seasons surrounding them. It, of course, also pays homage to design trends apparent in the latest examples of corporate architecture.
“In the space of the Deposito an improbable encounter takes place: chaos and order, reality and fiction, predictability and spontaneity – seemingly opposite elements – engage in a game of collaboration, a synergy of contrasts,” the designers state. “The workplace, the natural habitat of the contemporary individual, is confronted with the idealized romantic scenery, blurring the border between the real and the abstract.”
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