A paean to the open road, Prada’s Spring/Summer 2012 women’s runway show traveled to Tokyo for an encore presentation. Working in collaboration with Prada Events and Engineering and Prada Japan, we coupled AMO’s original space with a new event environment. The exhibition featured 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. We also 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.
The event also featured video diaries from fashion bloggers Bryan Boy, StyleBubble, Diane Pernet and Rumi Neely live-streamed at Prada.com.
