Storage solutions

Prada’s AMO-designed A/W 2018 menswear show has warehouse worth

By Jack Moss
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Prada eschewed its usual showspace location at the brand’s Milan HQ, for a more industrially-inclined warehouse space on Viale Ortles. Guests entered a show space stacked floor to ceiling with wooden crates and lined with a corrugated metal catwalk. The ‘Prada Warehouse’ – conceived by frequent collaborators AMO (the research arm of Rem Koolhaas’ OMA studio) – was a physical realisation of Prada’s visual history. The storage boxes featured an array of imagined and real logos and motifs - like a women’s S/S 2012 wedge heel, complete with an automative-inspired tail light detail, or a S/S 2011 womenswear banana stamp – leaving guests eager to see what delights were bestowed not just on the catwalk but also inside its accompanying crates.

Jack Moss
Fashion Features Editor

Jack Moss is the Fashion Features Editor at Wallpaper*, joining the team in 2022. Having previously been the digital features editor at AnOther and digital editor at 10 and 10 Men magazines, he has also contributed to titles including i-D, Dazed, 10 Magazine, Mr Porter’s The Journal and more, while also featuring in Dazed: 32 Years Confused: The Covers, published by Rizzoli. He is particularly interested in the moments when fashion intersects with other creative disciplines – notably art and design – as well as championing a new generation of international talent and reporting from international fashion weeks. Across his career, he has interviewed the fashion industry’s leading figures, including Rick Owens, Pieter Mulier, Jonathan Anderson, Grace Wales Bonner, Christian Lacroix, Kate Moss and Manolo Blahnik.

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