As next season's round of Fashion Weeks are currently rotating from city to city, we find ourselves relishing in the sheer beauty of their stages. There is something remarkably romantic about the shelf-life of a set - temporary by nature. A designer's meticulous thought, abundance of time and focus leads to the creation of a story-telling set that is only actually seen for 20 minutes during the show, then destroyed. As Fashion Week dipped into Milan last week, it was AMO's 'The Infinite Palace' showscape for Prada's FW 2015 presentation that caused some swooning.
AMO is the smaller scale architectural brainchild to starchitect Rem Koolhaas's massive Rotterdam-based architecture firm OMA. AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. One of these clients is Prada, who have previously employed the creative agency to research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. Because AMO's familiarity with Prada's brand ethos, they became a valued fit to design the fashion house's Milan set.
Instead of one single stage, AMO created a sequence of spaces that multiplies and fragments the show into a series of intimate moments. The existing rooms were disguised into a classic enfilade of rooms, gradually changing proportions as in an abstract mannerist perspective. The progression through the connected rooms simulates endless repetitions and symmetries, while providing the illusion of an infinite palace. As the models move linearly across the enfilade the audience, divided into small groups, are pushed to close and intimate proximity with the collection. A large space in the end of the enfilade unifies the two parallel rows of doors. The multidimensional excavation of the space is alternatively painted in subtle tones of green and pink. In this disorientating landscape aluminum geometric inserts in the ground mark the sequence of spaces.
Here, color theory, movement and perspective come into play as AMO activate suspense and illusion on one stage.