For the Real Fantasies FW2013 by AMO, Prada introduces a sophisticated domestic imagery. Characters perform in a world of distorted normality, a collection of everyday moments assembled together to form the film noir of commonness.
The main topics explored in the collection stem from raw elegance and banal emotion, weaving in multiple interconnected stories. Profound romanticism, stories of normal men, women, and life, are brought together as an animated puzzle of recognizable daily elements.
For the first time, the inspirations from both MAN and WOMAN shows overlap to shape a distorted graphic universe. Urbanity and a mysterious domestic ambience merge in a sequence of stories where simplicity is observed as the ultimate form of perfection.
Art Direction by AMO:
Ippolito Pestellini Laparelli
Editing and Visual Effects by APRIL:
Music by 3o:
Filming by APRIL:
Focus Puller by 4FRIENDS:
For the 2016 Spring/Summer Prada Real Fantasies, AMO graphically reinterprets the Indefinite Hangar as a synthetic sunset fixed within a 3 dimensional blank space. The abstract hangar is populated with geometric objects and furniture. Models move through a neutral scene between the undefined and distilled fragments of daily life. The horizon and scale constantly shifts, manipulating the frame and disrupting a linear sequence: an artificial landscape where fiction and collection collide.
AMO and Prada have been collaborating on the fashion house’s lookbooks since the Spring/Summer 2007 show, merging the collection with graphic and visual imagery through collage and hand-drawn shapes. Since the Spring/Summer 2012 show AMO has turned the project into Real Fantasies, a graphic short movie, introducing animation and music to the lookbooks. The project highlights the attitude of Prada and the conceptual references of the collection, season after season.
This is the 16th edition of the Prada Real Fantasies.
ART DIRECTION by AMO:
Ippolito Pestellini Laparelli,
PRODUCED by APRIL:
DIRECTED by Matteo Frittelli
EDITED by Andrea Favia
ASSISTANT EDITOR by Maria Giovanna Monaco
VISUAL EFFECTS by Giulia Regalini
MUSIC by 3o –
CAMERA AND SUPPORT by Atlantis FIlm
For the PRADA 2012 FW Men show, AMO designed a set inspired by palaces of power and grand interiors.
Grand Interior – Void
FW Man 2012
The audience is distributed along the perimeter of the room.
The central void is occupied by a carpet of great extension, measuring 20X35m, assembled with pieces of moquette of different pile lengths and colored in red, white and black. Eleven geometric black flower shapes inspired by modernist rug designs are equally distributed over the red surface. The border of the carpet is defined by a rigid combination of black and white geometries.
Six monumental chandeliers realized with 300 neon tubes each brighten the central scene. Together with the carpet they evoke the grandeur of a palace.
The audience sits in the dark witnessing the spectacle of the show where men walk orderly through the vast interior as if following a secret script.