oma architecture

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Prada runway designs by OMA/AMO

Rem Koolhaas’ architecture firm OMA and its research-oriented counterpart, AMO, have had a long-term creative relationship with Italian fashion house Prada. Designs include the runway installations for Prada and Miu Miu; flagship stores in Tokyo, New York, and other cities around the world; exhibition spaces, publications, and the bizarre, shape-shifting Transformer venue. 

Is the contemporary city like the contemporary airport—"all the same"? Is it possible to theorize this convergence? And if so, to what ultimate configuration is it aspiring? Convergence is possible only at the price of shedding identity. That is usually seen as a loss. But at the scale at which it occurs, it must mean something. What are the disadvantages of identity, and conversely, what are the advantages of blankness? What if this seemingly accidental—and usually regretted—homogenization were an intentional process, a conscious movement away from difference toward similarity? What if we are witnessing a global liberation movement: “down with character!” What is left after identity is stripped? The Generic?
—  Rem Koolhaas, The Generic City