Storage solutions

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.