For the Prada SS22 Womenswear show, AMO designed an original set both in Milan and Shanghai. In Milan, at Fondazione Prada’s Deposito, guests sit freely in a Cartesian setting of grey rectangular shapes and freestanding videos screens. In Shanghai, on the 5th floor of Bund 1, a national heritage structure, a succession of parlors painted light peach create a sinuous trajectory in contrast with the orthogonal arrangement of the displays. In both locations, the audience experiences the show in person as well as digitally. While digital ‘windows’ project the content from one city to the other, allowing users to immerse in an expanded experience. Milan and Shanghai become one entity that blurs the boundaries between physical and virtual reality. The materials utilized in the set of both the shows designed by AMO will be donated to Meta, a circular economy project based in Milan, as well as to Dandelion Child Development Center, a non-profit organization based in Shanghai. These materials will be upcycled, finding a new life after the event.
n° 69 - 29 September 2021