Storage solutions

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

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.

Fashion Features Editor

Jack Moss is the Fashion Features Editor at Wallpaper*. Having previously held roles at 10, 10 Men and AnOther magazines, he joined the team in 2022. His work has a particular focus on the moments where fashion and style intersect with other creative disciplines – among them art and design – as well as championing a new generation of international talent and profiling the industry’s leading figures and brands.