PRADA LAUNCHES LOOKBOOK AS A MOBILE PORTRAIT GALLERY APP

Prada has launched ‘Il Palazzo,’ the brand’s first mobile app that is a virtual museum developed by James Lima. Inside, users explore the portraits created in collaboration with Richard Haines, a former designer turned blogger.

The app builds on Prada’s theme this year, ’Palace of Role Play.’ Visitors browse the app through a first-person viewpoint and explore menswear ‘works of art,’ which include 150 charcoal illustrations by Haines from Prada’s Fall/Winter 2012 collections. The artist produced the sketches backstage at the initial runway show earlier this year. Thus the artwork provides viewers with a behind-the-scenes look into Prada’s collection as well as reflecting Richard Haines’ creative interpretation of the models and clothes.

Why I’m curious

Behind-the-scene branded content gets more interesting and engaging. Two main contributors are the artsy element and interactivity. It’s interesting to think about the initial motivation of releasing behind-the-scene content is to make brand more accessible and inclusive. In the case of Prada, they managed to reflect the premium brand image while increasing accessibility.

Advertisements

Share your thoughts.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s