Virtual reality according to Prada.

Virtual reality according to Prada.


The Italian luxury house opens a series of contents that aim to present the DNA of its brand in a new light.

Prada’s new dimension

We knew Prada was aggressively involved in a major brand transformation, notably by redefining its digital strategy, which began at the end of 2018. A few days after announcing its partnership with US startup Sprinklr for a commitment campaign review, the brand reveals Prada virtual realityA new experience that can be accessed via YouTube VR, VEER, Oculus, Youku or even Facebook.

Target? Explore the brand with a ‘new look’, finallydeveloping “an intense and immersive journey capable of stimulating the senses and emotions, breaking down barriers and playing with distances to re-establish a familiar and entirely different relationship.”

Prada, 360 degrees

Broad program, therefore, for this initiative that takes the form A virtual exploration of the Spring/Summer 2020 collectionfrom every angle. Fashion shows in virtual reality, visits to stores in Tokyo, New York and Los Angeles, indulging in a Prada institution, snapping close-ups on clothing and accessories, or even crafting the secrets of iconic pieces like the Kahir bag: nothing escapes this new omniscient eye.

If this new process Brand content Closely related to the will of homes to offer new content capable of integrating into loyalty and diversion strategies is at the core of the social distancing imposed by the Covid-19 pandemic, however, this is not the first time Prada has attempted a virtual reality. At the end of 2016, the house notably used this solution as part of its PRADAxPRADA campaign to promote its L’Homme Prada and La Femme Prada fragrances.


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