Slime pours from the ceiling at Prada's"fluid architecture" show. For the Spring Summer 2024 menswear presentation put on by the fashion brand Prada, the Dutch studio AMO designed a venue that was covered in aluminum and had slime that was dropping from the ceiling to form liquid walls.
Prada is an Italian luxury fashion brand known for its high-end clothing, accessories, and fragrances. The company was founded in 1913 by Mario Prada and initially focused on producing leather goods such as bags, luggage, and accessories.
Over the years, Prada expanded its product range to include ready-to-wear clothing for men and women, footwear, eyewear, and fragrances.
Prada is renowned for its innovative and unique approach to fashion shows, often pushing boundaries and presenting thought-provoking concepts. And Spring Summer 2024 menswear presentation is not an exception.
AMO covered the walls, floor, and suspended ceiling with aluminum to create a cage-like structure for the show, which was held at the Deposito space of the brand's Fondazione Prada art center in Milan, which was built by Rem Koolhaas.
Aluminium was utilized by AMO to give the catwalk an industrial character
Within this industrial area, models strolled between liquid walls made by 3,000 kg of slime that dropped down from the ceiling and formed green puddles on the floor.
The slime was used to create the walls of the space. The catwalk was lighted by an industrial lamp ring that was positioned around the perimeter of the ceiling. This contributed to the catwalk's clinical atmosphere.
The design by AMO attempted to transform the audience's impression of the industrial environment by introducing an organic element that would impact not only how they viewed the models but also how they interacted with them.
The collection, Fluid Form
This was accomplished through the creation of "walls" made of ever-shifting slime. Both the slime and the aluminum framework that was utilized for the walls, ceiling, and floor will, at some point in the future, be returned to their respective sources in order to be recycled.
The design of the showspace made a hint to the design of the collection itself, which was dubbed Fluid Form and was defined by Prada as "an examination of fluid architecture, around the human body".
The concept of fluidity framing the human form again expands, represented through the showspace in the Deposito of the Fondazione Prada. Abstract walls are evoked through fluid interruptions, forming an ever-shifting enfilade through which the models process.- Prada
The Fluid Form collection, which was developed by Prada founder Miuccia Prada and the co-creative director of the business Raf Simons, was intended to have a fluidity that would depart from the normally rigorous tailoring seen in other collections.
The ultimate aim is a constant awareness of the body within, and its liberation,- Prada
This fluidity in the design was illustrated by items such as soft, squishy leather purses, more relaxed interpretations of normally structured shirts, ornate pockets, and applications of corsages and fringes.
The brand also added:
These clothes are ultimately reflective of our natural state – the dynamic movement and constant transformation inherent to humanity.- Prada
Prada has collaborated with AMO, the research and creative office of Dutch architecture company OMA, on a number of exhibition concepts that have been displayed at the Fondazione Prada area.
In contrast to the male presentation that took place over the previous summer, which featured a gigantic paper home, the fashion brand's Autumn Winter 2023 menswear display included a moving ceiling and art deco chandeliers.