Ideal Home: Prada and OMA for F/W 13

This January saw Prada stage its F/W 13 menswear fashion show in a domestic interior that embodies its “ideal house”, designed by long-time design partner OMA.

Rem Koolhaas’s architecture firm OMA, as well as its AMO research-dedicated branch, are certainly not new to partnering with the Prada fashion brand: they have been collaborating for over a decade, ranging from store concepts to graphics curation, and from stage design for both Women’s and Men’s catwalks to the development of the Prada Foundation and its extension.

The Ideal House represents the latest step of this fruitful partnership: the models walked and interacted with the space, crossing different settings just like a theater stage, immersing the audience in an experience light years away from the traditional catwalk.

Playing an ethereal backdrop to this mise-en-scéne is a sequence of animated images depicting urban and interior settings, which flow over the walls in large window-like frames and blur the physical boundaries of the stage.

The rooms are furnished with objects and design pieces recalling everyday life, in a style that evokes an imaginary interior from the 70s – a trend we had actually sensed and developed in our Interiors Forecast for S/S 14. These furniture pieces are actually enticing anticipations of the complete collection designed by Koolhaas for interiors brand Knoll, which will be officially presented later this year.

The choices for materials are sophisticated and retro yet modern as well, including wood, Plexiglas, and metal in subdued tones, which play a stark contrast against the eccentric accents of the brightly colored furniture. In fact, the stage layout and the color choices recall the most recent work of artist and designer Christopher Derek Bruno, where wood and angular geometrics overlap and playfully interact with unexpected results.

– Gemma Riberti

All photos courtesy of Prada.

Lenticular composition #2: neither here nor there, 2012 – Christopher Derek Bruno


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