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Menswear on Display

30 June 2016

Cristina Morozzi

by

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During Men’s Fashion week, Prada installed tableaux vivants in their Milan, Florence and Paris flagship stores, turning their commercial spaces into refined living areas where the new collections are on display. The Via Montenapoleone store in Milan has been transformed into a luxurious sitting room, with immense LED screens, large leather sofas and zebrano wood flooring. OMA studio and Michael Rock, the art director of New York’s studio 2X4, designed the lush lounge space. The collections featured in domestic spaces lose their cold, calculated perfection associated with the runway, becoming familiar even before they are available to the general public. Thanks to the creative contribution of OMA studio, Prada has once again abandoned the usual runway show to present their collection in scenes that give the clothes a breath of domesticity.

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WHERE: Via Montenapoleone 6, Milano

During Men’s Fashion week, Prada installed tableaux vivants in their Milan, Florence and Paris flagship stores, turning their commercial spaces into refined living areas where the new collections are on display. The Via Montenapoleone store in Milan has been transformed into a luxurious sitting room, with immense LED screens, large leather sofas and zebrano wood flooring. OMA studio and Michael Rock, the art director of New York’s studio 2X4, designed the lush lounge space. The collections featured in domestic spaces lose their cold, calculated perfection associated with the runway, becoming familiar even before they are available to the general public. Thanks to the creative contribution of OMA studio, Prada has once again abandoned the usual runway show to present their collection in scenes that give the clothes a breath of domesticity.

 

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The Moodboarders is a glance into the design world, which, in all of its facets, captures the extraordinary even within the routine. It is a measure of the times. It is an antenna sensitive enough to pick-up on budding trends, emerging talents and neglected aesthetics. Instead of essays, we use brief tales to tune into the rhythm of our world. We travelled for a year without stopping, and seeing as the memory of this journey has not faded, we have chosen to edit a printed copy. We eliminated anything episodic, ephemeral or fading, maintaining a variety of articles that flow, without losing the element of surprise, the events caught taking place, and the creations having just bloomed.