Dezeen Magazine

AMO designs pop-up Miu Miu Club for fashion event in Paris

The research arm of Dutch studio OMA created a 1990s-style nightclub in Paris to host a one-off event for fashion brand Miu Miu (+ slideshow).


AMO's Miu Miu Club hosted a dinner, a fashion show and several musical acts within the 1937 Palais d'Iena – a Neoclassical-style building in Paris originally designed by French architect Auguste Perret, who specialised in using reinforced concrete. The structure currently houses government offices.

The Miu Miu event took place on Saturday 4 July 2015, the night before the city's haute-couture fashion week for the Autumn Winter 2015 season kicked off.

Miu Miu club by AMO

Borrowing cues from 1990s nightclubs, the AMO design "referenced an underground and industrial atmosphere with strip lighting, metal grids, and PVC sheets".

The Rotterdam studio – which also designed the set for Prada's menswear show in Milan last month – built a temporary scaffolding structure around the sides of the room.

Miu Miu club by AMO

Miu Miu is the nickname of Italian fashion designer Miuccia Prada, who set up an offshoot brand with the same name in 1993 as a platform for explorations beyond her main Prada collections.

Miu Miu club by AMO

The Miu Miu logo was emblazoned above the entrance to the space in neon lights, while further tube lighting was attached to the structure's metal poles.

Miu Miu club by AMO

Dining tables were located beneath the metal beams, which supported a platform that was used as a catwalk to present clothes from the Miu Miu line.

Miu Miu club by AMO

A dance floor in the centre of the room faced a DJ booth, backed by a light-up wall that illuminated in time with the music.

AMO and sister studio OMA have a longstanding relationship with the Prada group, having worked together for 25 years as a result of a friendship between their founders – architect Rem Koolhaas and Miuccia Prada.

Miu Miu club by AMO

Catwalks designed by the architects for the fashion house include a series of linked symmetrical vestibules and a runway that floated on a blue pool, while other projects have encompassed store interiors, furniture collections and even a portable, shape-shifting cultural pavilion.

Miu Miu club by AMO

OMA also recently completed the Fondazione Prada – a new arts centre inside a former distillery in Milan that opened in May 2015.

Miu Miu club by AMO

However Herzog & de Meuron was chosen to design Miu Miu's new store in Tokyo, which opened earlier this year.

Miu Miu Club by AMO
Photograph by Alberto Moncada

Paris' Haute Couture fashion week continues until 9 July 2015.

Photography is by Agostino Osio, courtesy of OMA, unless otherwise stated.