We worked closely with Prada to develop the interior concept for In the Heart of the Multitude, Prada's Spring/Summer 2014 fashion show , commissioning muralists Miles "El Mac" Gregor, Mesa, Gabriel Specter, and Stinkfish, and illustrators Jeanne Detallante and Pierre Mornet, to engage themes of femininity, representation, power, and multiplicity on the walls of the Via Fogazzaro show space in Milan. The muralists set to work directly in the space adorning their walls with fantastically rendered large-scale portraits that were showcased on clothing and accessories in the collection. We also designed an exhibition booklet handed out to the audience providing information about the artists and their work, blurring the lines between fashion show and exhibition space. The spatial concept, designed by AMO, featured an inverted catwalk surfaced in industrial rubber, with walls reshaped to maximize their structural variation and provide multiple planes on which the artists could realize their visions.

Execution

Artists, Miles " El Mac" Gregor, Stinkfish, Mesa, Gabriel Specter and illustrators Jeanne Detallante and Pierre Mornet paint the walls of the Via Fogazzaro show space in Milan for Prada's Summer/Spring '14 fashion show.
Sueños y Polvo de Estrellas, mural by El Mac
El Mac detail
Beauty Masks, illustrations by Jeanne Detallante reproduced by Luca Zamoc
Tropical Wild Space Colour Girls by Stinkfish
Stinkfish detail
Colorful Women, mural by Gabriel Specter
Senza Fine, mural by Mesa
Mesa detail
Senza Fine, mural by Mesa
Trois Femmes, illustrations by Pierre Mornet reproduced by Ozmo