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.
