LIQUID RUNWAY: PRADA EXPERIMENTS WITH FLUID ARCHITECTURE FOR ITS SS24 MEN'S SHOW
Photo Courtesy of Prada
19 june 2023, for framE
Location
Via Giovanni Lorenzini, 14, 20139 Milano MI, Italy
Design, Architecture
Brand
The internet buzzing about the ‘Prada-slime’ at the brand’s latest AMO-designed show is a testament to its ability to spark conversations and create memorable moments through architecture.
Key features
The start of Miuccia Prada and Raf Simons’ SS2024 fashion show at the Fondazione Prada Deposito in Milan exuded a familiar yet intriguing dark atmosphere reminiscent of Prada’s AW2023 presentations. The space – featuring a central section made of metal mesh – maintained its normal proportions, with a low ceiling adding an intimate feel to the setting. The seatings and columns, dressed in treadplate material characteristic of Prada and AMO’s longstanding collaboration, further enhanced the visual narrative.
Bright lights illuminated the scene, adding electrifying energy to the atmosphere as the fashion show commenced. The catwalk was installed in a U-shape. A peculiar liquid substance began to drip, cascading downwards and creating fluid walls surrounding the runway, forming a screen between the models and the audience. The interaction of falling liquid and metal mesh caused a mesmerizing interplay of textures and reflections. After the show, the mysterious substance became a point of discussion and speculation, adding extra intrigue.
FRAME's take
Prada and AMO’s SS2024 show brought forth a captivating fusion of design now vernacular to the collaborators and unconventional spatial elements. Dubbed fluid architecture, the daring display gradually transformed the venue into an intangible, hypnotic realm, serving as a metaphorical embodiment of our complex relationship with technology and its influence on society. It raises a new interpretation of fluidity in architecture, inviting viewers to question the limits of spatial expression and encouraging a dialogue about the integration of technology and design. Markedly reminiscent to the critically acclaimed television series Black Mirror – which launched its sixth season the same time the fashion show took place – the Prada x AMO show space tapped into the TV show's thought-provoking, dystopian narratives, reflecting the fluid boundaries between the virtual and the physical. At the same time, the presentation embraced traditional physical fashion spaces as one had to be in situ to comprehend the complexity of the performance's architecture.