OMA’s Rem Koolhaas wants people to take a good look at ruralism to get a sharper view of the world.
The countryside used to signify an escape from the city, but
Koolhaas said he became interested as a journalist to simply pose the question, “What is happening in the countryside to those who are left behind and how are they supposed to live their lives?” Repeatedly asked about climate change, Koolhaas said “Countryside’s” takeaway is not meant to be any one thing. “I have always been kind of bad about narrowing things to a single message. I hope that they have a feeling of being confronted with a vast amount of narratives that go in many directions: backwards, forwards, sideways. And that they are open to the new possibility of also being tolerant to the intelligence of other cultures and political systems.
Afterward, Koolhaas spoke with WWD about the exhibition, consumerism and fashion. As for what the accessibility of technology-empowered shopping means for the countryside, he said, “I’ve never related necessarily shopping to the countryside. I’m happy to actually not talk about shopping in the countryside, but obviously.…Let me pass on that question,” with a laugh.
As for whether more designers will move in that environmentally minded direction, Koolhaas said, “Fashion will always move in predictable and unpredictable directions. Right now there is a kind of pressure to move in that direction. But I’m sure that at some point Prada will say, ‘F–k simplicity. I want to become complex again.’”
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