AMO's innovative set design enlivens Prada's FW24 fashion show in Milan

Milan, Italy - Prada presented a remarkable fashion show in Milan with its Fall/Winter 2024 menswear collection, featuring a set design by AMO, OMA's research and design studio. The concept depicts a labyrinthine office environment that unfolds above a glass Zen garden created below the catwalk platform.

Before stepping onto the catwalk, models and visitors are greeted by a lifelike office area - images: Prada

The set design begins with a true-to-life depiction of a corporate environment, consisting of blue office cubicles, dirty white desks and individual computer screens. This backdrop is reminiscent of the everyday life of office workers in a windowless and almost sterile environment.

The set explores the "fundamental truths of humanity, our natural instincts, our emotional needs"

As soon as the models leave this seemingly lifeless space, they enter the scenery designed by AMO, which still represents an office interior, but is enlivened by the garden below and the glass platform. The labyrinthine office environment is furnished with upholstered armless office chairs for the audience to sit on while a mist-like effect floats through the air. This adds a human touch to Prada's FW24 show and brings color to the often monotone presentation of an office environment.

AMO's set design for Prada's men's fashion show for the Fall/Winter 2024 collection in Milan

AMO arranges the office chairs in a spiral arrangement

The theme of Prada's FW24 show revolves around the paradoxical dichotomy between an office interior and a natural landscape. This vision is concretized by AMO's implementation, which integrates everyday furniture and elements. Even the walls of the show are clad in blue panels typical of a corporate environment. Prada sees AMO's set design for the FW24 show in Milan as an exploration of "the fundamental truths of humanity, our natural instincts, our emotional needs."

AMO's set design for Prada's menswear fashion show for the Fall/Winter 2024 collection in Milan

AMO and Prada depict an environment where the seasons and their weather, not an artificial reality, permeate the space. "There is a sense of being outside, the actuality of nature and a direct expression of the desire to go outside, to experience the world. It is a simple assertion of a deep and essential human need to connect with the world around us. The seasonal rhythms of nature, the natural order, determine gestures within the garments," explains Prada.

An artificially created garden beneath the catwalk platform

The zen-like garden contrasts with the office interior of the show

From the clothes to AMO's set design, the FW24 show in Milan - although not brightly lit to evoke the office environment - calls for an integration of greenery in a sterile-looking atmosphere. Prada and AMO manage to bridge the artificial space of everyday office life with the natural, calming element of the garden, creating a unique and thought-provoking fashion show that emphasizes both the art of fashion and the importance of the environment and nature.

Photos and video: Prada