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Special Projects

Prada Virtual Reality

Prada enters a new dimension

Prada introduces Virtual Reality, an innovative way to directly experience its universe: an intense and engaging journey that stimulates the senses and the emotions, breaks down barriers and overcomes distances to recreate a relationship that is both familiar and radically different at the same time.
Beauty and the quality and excellence of Italian manufacturing, epitomised by Prada, are at the heart of this project, which offers a vital, tangible connection with places, faces and the brand’s collections. It allows users to take in the streets, squares and people of the cities where its stores are based, visit the spaces that host its exhibitions and initiatives, and ‘touch’ and explore dynamically the brand’s clothes and accessories. Traveling from the urban surroundings of the Epicenter stores in Tokyo, New York and Los Angeles to Fondazione Prada in Milan and Venice, from the Spring/Summer 2020 men’s and women’s fashion shows to a behind-the-scenes look at the making of men’s shoes, Prada Cahier bag as well as Made to Measure project.
The content is accessible through different platforms such as YouTube VR, VEER, Oculus, Youku and Facebook using the most popular VR headsets and cardboard via mobile only.