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
1. Experiential Runway Sets - Creating immersive and visually captivating runway experiences to engage audiences.
2. Futuristic Fashion Shows - Incorporating futuristic elements and themes into fashion show productions.
3. Collaborative Set Designs - Industries partnering to create unique and memorable runway set designs.
Industry Implications
1. Fashion - Opportunity for fashion brands to create innovative runway experiences that leave a lasting impression on audiences.
2. Architecture - Architectural firms collaborating with fashion brands to design immersive and visually stunning runway sets.
3. Event Production - Providing expertise in creating immersive and experiential environments for fashion shows and events.