April members collaborated with OMA/ AMO to produce a vast content digital video archive collected through documentation and research It is organized into categories and assembled into themed sequences. Approximately 80 hours of footage from across the Prada universe; production, shipping, offices, fashion shows, events, was captured.
The material was displayed at the opening of the Prada epicenter store on Broadway in New York. The work was performed by AMO project team at OMA.

AMO developed epicenter content as well. AMO worked under the basic premise that content and imagery should not be contrived or “branded” but rather be an explicit representation of the company in all its richness, complexity, adventure and contradiction, showing it as a compelling entity in its own right and as part of a larger cultural context. Content does not need to be created new, nor do stories have to be invented. The company is already a content production machine. An identity can be created by taking elements from the production and flow and making them visible.

This entry was posted on Friday, September 7th, 2001 at 3:38 pm and is filed under Media. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.