Coded Surface
- Conceptual Research & Narrative Design
- Editorial Campaign Development
- Digital Experience & Microsite Architecture
- Photography & Moving Image
- Exhibition Design
For FW24, A–M developed Coded Surface, a campaign exploring Prada’s duality between surface minimalism and hidden complexity. The work presented garments as coded interfaces — skin as both fashion and information. The campaign spanned photography, film, and an interactive microsite, extending Prada’s intellectual identity into a multi-layered cultural essay.
The campaign staged stark environments — mirrored walls, digital grids, concrete voids — where clothing was photographed as if under analysis. Editorial imagery alternated between forensic close-ups and cinematic wide shots, treating fabric as a surface carrying embedded codes. A dedicated microsite allowed viewers to “decode” looks by toggling between material scans, sketches, and runway footage, making Prada’s contradictions visible and interactive.
Coded Surface launched across global media with a dual rollout: traditional print/editorial placement alongside an experimental digital exhibition. Wallpaper*, Another, and Vogue Runway praised the project for extending Prada’s legacy of paradox into a new, research-driven form. Billboards across Milan and Shanghai echoed the campaign’s theme, pairing macro fabric scans with full silhouettes, reinforcing Prada’s dual lens.
- Concept & Creative Direction — A/M
- Research & Narrative — A/M
- Photography — Juergen Teller
- Film — Jonas Mekas Archive Collaboration
- Digital Experience — A/M Digital Unit
- Exhibition/Spatial Design — Prada Milan
