Il Palazzo: Prada Launches First Mobile App as Virtual Gallery

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Prada has launched its first mobile app, an extension of a visual partnership with fashion illustrator Richard Haines — a major digital move for the Italian fashion label, one that it describes as the culmination of “a multi-platform project combining hand-made artistry and cutting-edge technology.”[more]

The back-story:

In a sea of documentary fashion photography, Prada takes a new direction collaborating with Richard Haines, a former menswear designer, now fashion illustrator and blogger (“What I saw today“). His smudged charcoal drawings, representing in various forms the majestic setting of the F/W 2012 menswear show-space, a “palace of role play” or “Il Palazzo”, bear the charming imperfections that can only be left by human hands.

In fall 2012, Prada created some unique books, featuring Haines’ original illustrations of the F/W 2012 menswear collection, drawn over the existing print-out, layering genres and eras to create random meanings and associations.

As a second stage of the project, Prada published a limited-edition book, printed out in 500 copies only, featuring 150 original Haines’ artworks based on the Prada F/W 2012 menswear collection.

In the final chapter of the project, Prada launches a new app and a web section on Prada.com, allowing visitors to take an interactive tour inside the virtual Palazzo, created by James Lima.

Explore the rooms of the magnificent palace to discover a showcase of Prada accessories as well as Haines’ artworks.

See more of how the app incorporates the illustrations in the stills and trailer below.

[h/t Popsop]

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