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.