AMO (architecture)

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AMO is a research company and think tank created by Rem Koolhaas who is the principle of the OMA (Office for Metropolitan Architecture). While OMA remains dedicated to the realization of architectural projects, AMO applies architectural thinking in its pure form to questions of organization, identity, culture and program, and defines ways--from the conceptual to the operative--to address the full potential of the contemporary condition.

AMO`s work is to develop new models of thinking about systems and to create clearly considered blueprints for change. AMO often works parallel to OMA for the same clients, providing extra services in the domains of organization and identity while, at same time, work on the design of building is being conducted. This is for instance the case for fashion house, PRADA: while OMA worked on the design of three shops (New York, San Francisco and Los Angeles), AMO worked on PRADA`s in store information technology, the website and media content. This has also led to work on PRADA`s advertisement campaigns, websites and general business consulting.