On December 6 of 2011, Prada presented its Spring/Summer 2012 men’s and women’s collections in an industrial-like location in Tokyo’s Shin Shuna neighbourhood. The fashion show’s location setup was designed by OMA/AMO, Rem Koolhaas’ think-tank, while Michael Rock, creative director of 2×4, created the event’s setup.
The 500 guests were all driven in to the secret location, in keeping with the 50s road movie theme through the show and collection. Vintage cars, like the Bentley R-1 Continental, Aston Martin DB5, Pink Cadillac El Dorado and a Ford Coupé were used to decorate the area inside.
Also Prada handpicked six of the world’s most influential bloggers today, Bryanboy, Diane Pernet, Rumi Neely, Susie Bubble , Misha Janette and Tokyo Dandy’s Dan & Joe to provide their unconventional perspective on the Prada Tokyo experience and document their own YouTube versions of the event.