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Fashion Shows
SS 2012 Menswear

SS 2012 Menswear


The audience is organized in a perfect field.

600 visitors sit on individual blue foam blocks distributed over a 1.5 x 1.5 meter grid spread through the entire hall. Models flow through the highly-organized audience, following multiple choreographed routes that allow maximum visibility.

The field is a commentary on the audience, transformed from indeterminate crowd to regimented, possibly anxious, isolated individuals. Each guest becomes a challenge for the new fashion; each confrontation becomes highly personal…

The field is based on a zero degree approach: a spatial system as opposed to an elaborated design...

Artificial grass covers the floor.

Light is provided by 16 panels of 30 PAR (Parabolic Aluminized Reflector) lights each, vaguely resembling stadium lighting systems.

The set up refers to the imagery of a geometric outdoors; the audience participates in a perfectly organized picnic…

Credit: OMA/AMO