SDD24/41_02: Prada Beauty has redefined the concept of florality with its groundbreaking Paradoxe Virtual Flower experience, blending cutting-edge technology and creativity to highlight the sensory allure of the virtual world. This innovation not only reimagines how florals can be represented in a digital space but also delivers a truly immersive olfactory journey for consumers — pushing the boundaries of 'brand magic'.
At the heart of this experience was the Prada Beauty Flower Market in Milan, where over 8,000 visitors were introduced to a captivating new floral musky fragrance. The market offered special gifting opportunities and photo moments, drawing shoppers and fragrance enthusiasts alike into a world where beauty, tech, and scent collided in spectacular form.
Prada's presence extended far beyond the market during Milan Fashion Week, with an unforgettable city-wide activation. A disruptive 3D out-of-home display dominated Piazza Duomo, while a Montenapoleone subway takeover added a futuristic flair to the city's most exclusive district.
These activations underscored Prada Beauty’s bold approach to brand activation, engaging audiences and creating a lasting impact during one of the most important weeks in the fashion calendar.
Pictures courtesy of Daniele Maspoli via LinkedIn.
