Year to year, Black Magazine's highlight of Milan Fashion Week is the Prada Showcase and this collection was no different. Their Fall/Winter 2018 Womenswear show took place in the nearly finished tower, the building which marks the completion of the OMA-designed Fondazione Prada complex in Milan. A new architectural landmark which offers a unique view on the skyline of the city.
The set by AMO, led by Dutch architect Rem Koolhaas consists of a simple geometric layout with tribunes oriented north towards central Milan, establishing a sophisticated spectacle and dialogue between fashion, architecture and the city. The sharp volumes of the show spaces are accentuated by a black resin finish that magically shimmers in the light and mimics the nocturnal panorama outside.
Besides shaping the interior spaces, AMO worked on a delicate design for the view from the tower as well. The outlook onto the Scalo di Porta Romana and the city beyond is enriched with striking Prada neon signs enhancing the post-industrial character of the area. The physical manifestation of the event in the customized cityscape reaffirms the relationship between Prada and the city of its origin.
Once completed, the complex will host Fondazione Prada's array of events, relating to disciplines including cinema, design, architecture, philosophy, fashion and performance, opening to the public in May. Prada has an ongoing relationship with OMA that goes back 25 years. The two companies have previous collaborated on a series of store interiors, catwalk designs and exhibition spaces, including the Prada Transformer in Seoul.
View the full collection here: