AMO: The Latest Architecture and News

When it comes to the modern-day fashion show, the internet has fundamentally changed the way audiences interact with models and designers, say OMA/AMO, arguing: "The assemblage of recorded impressions and digital reactions inserts itself into the once autonomous narrative of the fashion show. The statement of the collective spreads. The mass of fragmented instant data is uploaded and critiqued by a multitude of voices."

With their latest fashion show design for Prada, which was used to showcase the designer's upcoming fall/winter menswear collection in Milan yesterday, the firm sought to enhance this sense of public judgement. "This consumption of images is like a public trial, a contemporary transposition of the Auto-da-fé," explains their press release, referring to the ceremonies of public penance which took place in the Portuguese and Spanish Inquisitions in the 15th-17th centuries.

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Videos

Now at the halfway point of the six month long World Expo in Milan, in which 145 countries are participating in a concentration of national spectacle surrounding the theme of "feeding the planet," Rotterdam's Nieuwe Instituut (HNI)—the centre for architecture in the Netherlands—is exhibiting an altogether more reflective display of national civic pride.

Rotterdam, which was blitzed and decimated during the Second World War, is a place well suited to host an exhibition whose underlying theme centres on the fragile, often precarious notion of national self-image. Following the war Rotterdam was forced to rebuild itself, carving out a new place on the world stage and reestablishing its importance as an international port. Now, seventy years later, Rotterdam is a very different place. In demonstrating just how delicate the construction of a tangible national identity can be this latest exhibition at the HNI offers up a sincere speculative base for self-reflection.

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On Saturday, July 4, designer Prada and AMO—a research studio subset of OMA architecture—hosted The Miu Miu Club, a pop-up event, featuring dinner, a fashion show, and several musical performances in Paris, France.

Inside of the 1937 art deco Palais d-Iena, Paris’ current CESE government offices, the one-night event was held in the Hypostyle, using a scaffolding ring to create a “room within a room.” Strip lighting, metal grids, PVC sheets, and arrangements of luxurious furniture were also used to enhance the space.

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Last month, Prada introduced their latest Fall/Winter line not on a catwalk, but in an "Infinite Palace" of disorienting spaces designed by AMO. Continuing the partnership with OMA/AMO that has seen the creation of catwalks, 2009's Prada Transformer and even the soon-to-be-completed Foundazione Prada in Milan, the structure "simulates endless repetitions and symmetries," creating a unique fashion experience that "multiplies and fragments the show into a series of intimate moments."

In this video created and first published by Wallpaper* Magazine, the construction of this mysterious space is revealed, from the construction of the MDF framework and hidden lighting rigs, to the installation of the faux-marble furniture - all condensed to just over half a minute.

When first commissioned by Miuccia Prada and Patrizio Bertelli to design Fondazione Prada’s new space in Largo Asarco, OMA set out to “expand the repertoire of spatial typologies in which art can be exhibited and shared with the public.” The result, an “unusually diverse environment” staged within a historic 20th-century distillery south of Milan’s city center that goes beyond the traditional white museum box.

On Sunday, Prada ditched the classic runway to kickoff their 2015 Fall/Winter menswear line in a “disorienting landscape” designed by OMA’s research counterpart AMO. The partitioned catwalk transformed an exiting room inside the Fondazione Prada at Via Fogazzaro 36 in Milan into an intimate series of interconnected spaces affectionately referred to as “The Infinite Palace.”

“The existing room is disguised into a classic enfilade of rooms, gradually changing proportions as in an abstract mannerist perspective. As opposed to a single stage, the new sequence of spaces multiplies and fragments the show into a series of intimate moments,” described AMO.

Paint company AkzoNobel has announced plans to fund a global research project by OMA which will investigate the link between color and economic development. The project is part of AkzoNobel's wider 'Human Cities' initiative, which they say "highlights our commitment to improving, energizing and regenerating urban communities across the world."

The announcement was made at the Venice Architecture Biennale last week. Read on for more on the research initiative.

In this interview, originally published in The Architectural Review, Andrew Mackenzie sits down with OMA founder Rem Koolhaas to discuss the Venice Biennale, the extinction of national identities, his fascination with Asia, the link between De Rotterdam and Delirious New York, and the future of the profession.

Your proposition for this year’s Venice Architecture Biennale asks whether national identity has been, as you say, ‘sacrificed to modernity’. Some might view this as a project of reclamation, not unlike Frampton’s regionalism. How would you differentiate your proposition from Frampton’s?

Well, Kenneth Frampton is a smart guy, but the problem is that he looked at regionalism as an antidote to cosmopolitan development. In so doing he perverted the cause of regionalism, because suddenly regionalism was mobilised as a private cause that it couldn’t sustain. However, the question of national identity is an open one. For instance, at first sight the Netherlands is a very internationalist country, but looking closely you can see an enormous return of, not vernacular, but quasi-vernacular architecture and quasi-old fortresses that are newly built with a national flavour. Look at Zaandam, and that huge assemblage of so-called vernacular buildings.