OMA/AMO designed a runway framework for the latest show of PRADA’s Men’s SS 2012 collection. The audience was organized in a perfect field. 600 visitors sit on individual blue foam blocks distributed over a 1.5 x 1.5 meter grid spread through the entire hall. Models flow through the highly-organized audience, following multiple choreographed routes that allow maximum visibility.
The field is a commentary on the audience, transformed from indeterminate crowd to regimented, possibly anxious, isolated individuals. Each guest becomes a challenge for the new fashion; each confrontation becomes highly personal. It is based on a zero degree approach: a spatial system as opposed to an elaborated design. Artificial grass covers the floor. Light is provided by 16 panels of 30 PAR lights each, vaguely resembling stadium lighting systems. —OMA/AMO