What at first glance may appear to be a low-fi installation, in reality a long-standing collaboration between Prada and globally recognised architectural firm OMA.
The design team headed up by Dutch architect Rem Koolhaas, recipient of architecture’s most coveted accolade the Pritzker Prize, who ovweaw the conversion of the former industrial complex that houses the Prada Art Foundation in Milan Fondazione Prada.
OMA reports of the Prada menswear SS12 installation last week in Milan:
‘The audience is organized in a perfect field. 600 visitors sit on individual blue foam blocks set on a grid spread through the entire hall.
Models flow through the audience, following multiple choreographed routes that allow maximum visibility. Artificial grass covers the floor, and the space lit by 16 panels of 30 PAR lights each, vaguely resembling stadium lighting systems.‘
The OMA-designed installation provided a neutral backdrop to the 60’s inspired collection – where themes of golfing and flower power permeated dandy inspired styling, and bold floral prints were juxtaposed against Western detailing. There is little doubt the ‘Andy Cap’ will trickle swiftly through fashion trends, as will the ‘must have’ studded clutch briefcase.
The quel horruer flashback? Shorts, calf length socks, and a black shoe.
www.prada.com / watch the parade below
This post originally published by SNAP June 26, 2011