NEWS

The Prada Fall/Winter 2018 Womenswear show takes place in the nearly finished tower, the building which marks the completion of the OMA-designed Fondazione Prada complex in Milan.

The set by AMO consists of a simple geometric layout with tribunes oriented north towards central Milan, establishing a sophisticated spectacle and dialogue between fashion, architecture and the city. Besides shaping the interior spaces, AMO worked on a delicate design for the view from the tower as well. The outlook onto the Scalo di Porta Romana and the city beyond is enriched with striking PRADA neon signs enhancing the post-industrial character of the area. The physical manifestation of the event in the customized cityscape reaffirms the relationship between Prada and the city of its origin.