A paean to the open road, Prada's Spring/Summer 2012 runway show travels to Tokyo for an encore presentation. Working hand-in-hand with Prada Events and Engineering and the amazing team at Prada Japan we coupled AMO's original space design for Milan with a new event environment, an exhibition of mint condition classic cars — from a Bentley R1 Continental to a flame-painted Ford Coupe hotrod — and an outdoor billboard-scape evoking the disembodied chaos of the commercial roadside. In addition we developed all identity and print collateral for the event, online elements, and a major video installation depicting numerous film tropes of women behind the wheel.

Live-streamed at prada.com, the event also featured video diaries from fashion bloggers Bryan Boy, StyleBubble, Diane Pernet and Rumi Neely.

Execution

Lock up
Video
Billboards detail
Animated Signs
Interior space
Interior detail
Invitiation & Map
Chrome typeface
Newspaper ad
CoatRoom tags
Prada website
Pattern
Online Banners