Prada Parfums marks the launch of its La Femme Prada and L’Homme Prada fragrances with a digital journey that transports users into a virtual reality world through the Prada x Prada interactive app. Through a transitional series of scenes and experiences – each one offering glimpses into the narrative and aesthetic codes of La Femme Prada and L’Homme Prada – users themselves determine the path they wish to take toward a climactic reveal: the fragrances themselves.
In the app, users are immersed in a three-dimensional space from which multiple experiences can be activated. The ensuing succession of textures, scenes, sounds and interactions evokes the multi-faceted nature of the fragrances including the olfactory ingredients, the fragrance bottles and packaging, and enigmatic appearances from the stars of Steven Meisel’s still and moving images campaign. The app features actors Mia Goth, Mia Wasikowska, Dane DeHaan and Ansel Elgort.
Along the way, 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 brand’s world are the La Femme and L’Homme fragrances unveiled.
Combining fashion codes, beauty, architecture and decor, this unique virtual reality experience literally pushes the boundaries, mirroring the brand’s restless desire to explore new possibilities.