milan: prada a/w 2013 collection show space

© prada - the a/w 2013 runway  set-up at fondazione prada 

it wasn't just prada's a/w 2013 men's collection that wowed the audience that had gathered at the fogazzaro exhibition hall last sunday. no, the decorum was very much part of the thrill. amo, the research studio of rotterdam-based architecture practice and longtime collaborator oma, conceived a set built around the perimeter of the audience, which is seated on an irregularly shaped central island. they face an ideal house, an interior populated with geometric furniture, objects and manifestations of everyday life. the runway models traverse this set, acting as characters in a sequence of sophisticated domestic scenes. while they walked around, a series of images are projected through multiple windows frames onto the perimeter wall. the imagery between outdoor urban images and interiors, expanding the show space and working as backdrop to the interior sets. the stage and the island are built in wood. the entire showcase is tied-in by a neutral shade of grey that covers both the stage and the perimeter wall. the furniture pieces are built in wood, metal and plexiglas and are combined with paper textures, while objects are realized in blue foam and painted wood. prada's a/w 2013 collection showcase also serves as a launch of sorts of the striking furniture pieces on display as they've been designed by oma for furniture brand knoll. this 12-piece collection is to be officially released later this year. show location: via fogazzaro 36 [porta vittoria]. 

© prada