The creative think tank of the Office for Metropolitan Architecture (OAM) has created a bright red tunnel and matching floating squares for luxury fashion house Prada’s Spring/Summer menswear show.
The research arm and backbone Of the architecture studio OMA designed the tunnel runway as well as the installation of the red squares on a beach in Sardinia for a film for unveiling the Italian brand’s menswear collection.
The twisted red tunnel acted as the runway for the models, who wore the design from Prada’s latest collection. On exiting the twisted red tunnel, models walked across several red squares which were used to create stepping stones across the sand. These squares also created islands in the ocean so that the models can sit on them.
The first half of the show was filmed at Fondazione Prada in Milan, OMA designed the exhibition space where Prada presented its collection. The second half of the fashion show was filmed on a beach in Sardinia, where the models were lounging in the Mediterranean Sea. The decision to place a bright twisted red ttunnel in the middle of a natural beach landscape was to create a surreal encounter with nature.
The tunnel and the installation were both made from treated wood. The powerful red was chosen as it symbolizes both energy and confidence. The architect explained that this generates friction in the landscape and results in a new yet familiar environment capturing the essence and the theme of the collection.
Prada’s runway show was digitally streamed to audiences on 20 June and viewers also took a virtual tour through the tunnel and each look.
