The runway set design for the debut of Prada's 2020 Spring/Summer fashion offerings for men was commandeered by AMO, which is the research department of Dutch architecture firm OMA.
The luxe menswear presentation took place in Shanghai. The location — an 80,000-tonne warehouse (also what is considered to be "Asia's largest silo building") provided to be the perfect set-up for a neon-lit ambiance. For the runway set design, AMO looked toward facilitating a futuristic, sophisticated and otherworldly ambiance that will engage guests. The infusion of such elements provides a welcomed juxtaposition with the warehouse's raw aesthetics.
The collaboration between AMO and Prada on the runway set design for the luxe label's 2020 Spring/Summer presentation is another example of how industries are joining forces to provide a strong experiential character to audiences.
Photo Credits: Orange Image Shanghai, OMA
Neon-Lit Runway Sets
AMO Contributes to the Aesthetic of the Prada 2020 Spring/Summer Collection
Trend Themes
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Experiential Runway Sets — Creating immersive and visually captivating runway experiences to engage audiences.
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Futuristic Fashion Shows — Incorporating futuristic elements and themes into fashion show productions.
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Collaborative Set Designs — Industries partnering to create unique and memorable runway set designs.
Industry Implications
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Fashion — Opportunity for fashion brands to create innovative runway experiences that leave a lasting impression on audiences.
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Architecture — Architectural firms collaborating with fashion brands to design immersive and visually stunning runway sets.
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Event Production — Providing expertise in creating immersive and experiential environments for fashion shows and events.