# Neon-Lit Runway Sets AMO Contributes to the Aesthetic of the Prada 2020 Spring/Summer Collection By Kalin Ned | Published 2019-06-20 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/runway-set References: [dezeen](https://www.dezeen.com/2019/06/15/prada-2020-menswear-show-shanghai-amo-blue/) & [oma.eu](https://oma.eu/office) 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 ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 68% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What's Driving This Trend - **Experiential Runway Sets:** Creating immersive and visually captivating runway experiences to engage audiences. - **Futuristic Fashion Shows:** Incorporating futuristic elements and themes into fashion show productions. - **Collaborative Set Designs:** Industries partnering to create unique and memorable runway set designs. ### Who This Affects Most - **Fashion:** Opportunity for fashion brands to create innovative runway experiences that leave a lasting impression on audiences. - **Architecture:** Architectural firms collaborating with fashion brands to design immersive and visually stunning runway sets. - **Event Production:** Providing expertise in creating immersive and experiential environments for fashion shows and events. ## Related on Trend Hunter - [House-Like Paper Runways](https://www.trendhunter.com/trends/paper-show-space.md) - [Pixelated Runway Displays](https://www.trendhunter.com/trends/pixelated.md) - [Neon Illustation-Donned Buildings](https://www.trendhunter.com/trends/crafted-world-exhibition-1.md) - [Minimalist Gallery Runways](https://www.trendhunter.com/trends/saint-laurent-springsummer-2024.md) - [Prefabricated House Runway Sets](https://www.trendhunter.com/trends/louis-vuitton-menswear-show.md) - [Craftsmanship-Centric Artful Exhibitions](https://www.trendhunter.com/trends/crafted-world-exhibition.md) - [Sophisticated Menswear Runway Shows](https://www.trendhunter.com/trends/gucci-men.md) - [Fashion House-Designed Lunar Spacesuits](https://www.trendhunter.com/trends/axiom-extravehicular-mobility-unit.md) - [Oversized Yellow Toy Racetracks](https://www.trendhunter.com/trends/yellow-toy-racetrack.md)