Milan, Italy

Dutch design studio AMO—the research arm of the architecture studio Office for Metropolitan
Architecture (OMA)— created a bright red tunnel and matching floating squares for fashion house Prada’s Spring/Summer 2022 menswear show.

AMO wanted the bold red colour to symbolise confidence. The first half of the show was filmed at Fondazione Prada in Milan, the OMA-designed AMO arranged a neon-lit Prada catwalk show on a strict grid.

The decision to place a bright red tunnel in the middle of the natural beach landscape was supposed to create “a surreal encounter with nature, seaside infrastructure of another kind.”
AMO has imagined an uncanny summer escape, concluding in a space where nature and artifacts interact.

Presented in video format and filmed in Milan at the Fondazione Prada’s Deposito and in Sardinia, the catwalk saw the models walk down a meandering red tunnel and brought into a new, yet familiar, environment.

For the Prada SS22 Menswear Show, AMO installed monolithic objects in the pristine landscape. Lying in the sand among granite boulders, or floating on the clear sea, seemingly stranded red objects enjoy the pristine landscape —a surreal encounter with nature, the seaside infrastructure of another kind.

AMO always designs sets for Prada shows, thanks to the close relationship between founders Miuccia Prada and Rem Koolhaas.

Project: Prada SS22 Menswear Show
Architects: AMO
Client: Prada