A huge converted grain silo in Shanghai was the setting for Prada's 2020 Spring Summer menswear show, designed by AMO as a hall of futuristic neon lights.
The show took place on 6 June at Silo Hall, Asia's largest silo building. A powerful reminder of Shanghai's industrial heritage, the building provided an appropriate backdrop for Prada's latest mens collection, described by the Italian fashion house as "a power of energy, provocation and freedom".
AMO, the research arm of Dutch firm OMA, transformed the industrial interior of the 80,000-tonne warehouse into an "illuminated vista" of bright blue lights.
A linear runway intersected the longitudinal axis of the monumental, labyrinth-like space, while guests were arranged in the central nave of the building in an amphitheater of circular seats that mirrored the shape of the silos.
Glowing neon lights complemented the hall's raw, industrial character and highlighted the geometry of the space, creating a "glowing enfilade" down the centre of the chamber.
"Mindful of its history, at intervals, the installation of the 2020 Spring Summer Prada Menâ€™s show and events is disrupted by reminders of roughness and industry, embedded in the fabric of the building," said the brand.
"These retain the original character of the building, and the echoes of a past," it added.
The words "I am no longer an artist; I have become a work of art" and "I feel myself a god" were played out on a voiceover as models walked along an expansive runway dressed in oversized striped shirts, double-breasted blazers and colour-block windbreakers.
Colourful backpacks and knee-length shorts added a boyish aesthetic to the Optimistic Rhythm collection, which had retro-futurist overtones that could be seen on jackets and tees featuring vibrantly coloured prints of cassette tapes and video recorders.