October 5, 2012

Fashion designer Miuccia Prada and architect Rem Koolhaas both use their work to explore the fabric of contemporary culture. So, it’s no surprise that when they team up the results are Wow to the power of…well, two, really. We first saw it in Rem’s design and realisation of the Prada store on Broadway in SoHo, New York, opened in 2001. More an experiential event than simply a store, it’s part amphitheatre, part showcase, and a lot a living piece of installation art. Then came the Office for Municipal Architecture’s (Rem’s practice) wonderful Transformer, a travelling cruciform/disc/cube space that mutates from showroom to gallery to cinema, depending on where and how it’s installed. And then the optically-tantalising runway installations for the past decade or so. Now, OMA has launched into video, conceptualising and producing an über-cool video lookbook for Prada’s Spring/Summer 2012 collection. ‘Real Fantasies’ hit the ‘net last week, and I’ve not been able to stop looking at it since. Part kooky collage (I’m reminded of Richard Hamilton’s crazy Pop art interiors) part perfectly-formed Dystopia, it’s both an ode to the Russian Constructivists and a wink at Stanley Kubrick. Oh, and a very very fine piece of promotion: got to get me one of those awesome knee-length camel hair coats.

Author: Nick tobias