PRADA CATWALK SS 2009, ITALY, MILAN, 2008
Spring/Summer 2009 PRADA Woman Fashion Show
In an effort to dissolve the rigid configurations of the traditional runway, in which the models' path drives the seating arrangement, Prada/AMO created a landscape for comfortable viewing at the men's and women's spring / summer 2009 collection in Milan. The runway exists in the interstitial spaces of an archipelago of irregular wood (a)isles scattered throughout the room. As the audience sits and stands on these individual terraced islands of varying forms and height, the models weave along the coastline of this recalcitrant landscape.
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Following the models' lyrical path, the runway jumps into relief against the imposing islands as an experience that resists containment. A parade of abstract fish delineates the models' path – primitive signs which exchange the domain of inspiration with the collection in a dialogue of references between fashion and installation.

The catwalk plays with perceptions of space by taking a three-dimensional structure and flattening it against the surrounding showspace, wallpapered entirely in gold 'flesh' tones. The result is a large-scale paper model, the ephemeral quality of which supports the reinvention possible through fashion. Smooth ramps add a vertical element to the catwalk, contrasting with the flatness of the surrounding space. Lighting reminiscent of a TV set adds another layer to the environment, creating an ambience that alters the audience's perception of what is real and what is fake.
FACT SHEET
Status:
completed 2009

Client:
Prada (I.P.I. USA Corp.)

CREDITS
Team:
AMO/ Rem Koolhaas with Ippolito Pestellini Laparelli, Rob Daurio and Philip Braun.