Prada’s video lookbook ss13 is directed by AMO, OMA’s research studio. “While OMA remains dedicated to the realization of buildings and masterplans, AMO operates in areas beyond the traditional boundaries of architecture, including media, politics, sociology, renewable energy, technology, fashion, curating, publishing, and graphic design. AMO often works in parallel with OMA’s clients to fertilize architecture with intelligence from this array of disciplines”.
The video is riding the collage and animation trend combining cut-and-paste photomontage techniques and film. It is taking elements from both the analog and digital worlds.
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