The four-part virtual reality experience takes the viewer through an abstract world that reflects the Italian fashion house’s multi-faceted fragrances.
BY OBI ANYANWU
Prada has launched a new virtual reality experience, Prada x Prada, for its La Femme Prada and L’Homme Prada fragrances. The 10-minute film directed by Mathias Chelebourg is intended to reflect the “multi-faceted” nature of Prada’s fragrances that launched in September. The film also allows the viewer to choose his or her own path to discovering the new fragrances.
The four-part VR experience, which is available on mobile devices, takes the viewer through an abstract world that morphs before their eyes. Each part shows an environment becoming anew, revealing a new look with large crystals in ‘Innerspace’, vines and flowers in ‘Olfactory Chimera’, shimmering glass walls in ‘Multiplicity’ and spinning mirrors in ‘Alter Echoes’.
Prada takes a leap into virtual reality to promote its fragrances much like Jean Paul Gaultier and Charlotte Tilbury. Using VR to promote the scents adds depth to the limited sensory experience. As opposed to testing a scent on your wrist or in the open air, Prada further defines its fragrances with sight, hearing and touch senses. And what better way to enhance the fragrance experience than with virtual reality?
Prada x Prada is far from a simple television advertisement or short clip before a video on the Internet. The experience is a step in the right direction for consumer engagement and sets the tone for what the fashion industry can do with virtual reality.