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Prada steps into virtual reality with immersive fragrance campaign

Prada Parfums has launched a virtual reality experience tied to its new La Femme and L’Homme fragrances, which takes users on a ‘choose-your-own adventure’ journey.

Prada
PRADAxPRADA the interactive virtual reality experience

Prada Parfums has launched a virtual reality experience tied to its new La Femme and L’Homme fragrances, which takes users on a ‘choose-your-own adventure’ journey.

Available via an app called PRADAxPRADA, the interactive digital campaign explores the olfactory universe of the brand.

It was created with communication agency Mazarine Digital and innovation studio DVMobile, and centres on a 10-minute film directed by Mathias Chelebourg with four different chapters – Innerspace, Olfactory Chimera, Multiplicity and Alter Echoes. Each one leads to a cinematic reveal of the fragrances themselves at the end.

From the team: “Users experience a gradual opening of interconnected spaces, a shift from chiaroscuro to light and from monochromatic to kaleidoscopic, while reality, abstraction and surrealism are constantly merging. Surfaces reflect, elements levitate or rotate, checkerboard floors and ceilings invert, and volumes and scales morph into spectacular new realms. And only when users have travelled deep into the heart of the Prada world are the La Femme Prada and L’Homme Prada fragrances unveiled.”

The experience surfaces the ingredients of both fragrances, the bottles and packaging, as well as the stars of the accompanying still and film campaign from Steven Meisel, including Mia Goth, Mia Wasikowska, Dane DeHaan and Ansel Elgort.

The content can be viewed using a VR headset or just through the mobile device itself. The app is available on the brand’s website as well as via the Oculus, Apple and Google Play app stores.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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