Premonition, the new marketing project from AMO (Architecture of Metropolitan Office, Rem Koolhaas’ think-tank) in collaboration with the production company April, comprises a series of video teasers published on prada.com in the days leading up to the Prada Fall/Winter 2017 menswear show. They feature cryptic previews of the sets and choreography, aiming to arouse viewers’ curiosity and heighten anticipation, and idealised depictions of domestic bliss, where the cinematic language gives a spark to the banality of everyday life, reflecting the tangible nature of the fashion show and underlining the relationship between the attraction of complexity and everyday reality.
Premonition
