OMA is an international practice operating within the traditional boundaries of architecture and urbanism. AMO, a research and design studio, applies architectural thinking to domains beyond. While OMA remains dedicated to the realization of buildings and masterplans, AMO operates in areas beyond the traditional boundaries of architecture, including media, politics, sociology, renewable energy, technology, fashion, curating, publishing, and graphic design
OMA is led by nine partners (Rem Koolhaas a.o.) and maintains offices in Rotterdam, New York, Beijing, Hong Kong, Doha, Dubai and Perth. AMO often works in parallel with OMA's clients to fertilize architecture with intelligence from this array of disciplines. This is the case with Prada: AMO's research into identity, in-store technology, and new possibilities of content-production in fashion helped generate OMA's architectural designs for new Prada epicenter stores in New York and Los Angeles. In 2004, AMO was also commissioned by the European Union to study its visual communication, and designed a coloured "barcode" flag – combining the flags of all member states – that was used during the Austrian presidency of the EU.