The kindred culture of experimentation and avant-garde talent present within the fields of fashion and architecture is epitomized by the ongoing partnership between Italian fashion house Prada and AMO — OMA’s innovative research, branding and publication studio. Rem Koolhaas’ multidisciplinary think tank utilizes every conceivable artistic medium to help convey its messages, and this year, it has turned to film to promote Prada’s Spring/Summer 2016 lookbook.
Entitled “Real Fantasies,” the short movie incorporates striking graphics, animation and music to frame Prada’s distinctive models as they move through the space, a surreal reinterpretation of OMA’s Indefinite Hangar. According to the studio, the catwalk is virtually transformed into a “synthetic sunset,” changing an infinite void into a habitable three-dimensional space using shifting graphic planes and architectural symbology.
“The abstract hangar is populated with geometric objects and furniture,” explains AMO. “Models move through a neutral scene between the undefined and distilled fragments of daily life. The horizon and scale constantly shifts, manipulating the frame and disrupting a linear sequence: an artificial landscape where fiction and collection collide.”
OMA shares a long history of collaboration with Prada, having been commissioned to design multifunctional boutiques and high-end showrooms such as the Prada Epicenter in Los Angeles. Last year, the firm completed the new permanent home of the Fondazione Prada in Milan, Italy, including a gold-clad tower housing the institution’s art collection.
To explore more of OMA/AMO’s projects in the architectural realm, check out the studio’s evolving firm profile on Architizer.
Images courtesy of OMA / Prada
