《PRADA @ Folding In Love》

An interplay of reality and virtual games: Prada Presents Folding in Love. Folding In Love is a Prada project that tells the imaginary world of folding glasses through a simulated videogame. It is the brief and intense adventure of an object, in this case sunglasses, which is the flying lead character in a multi-level surreal journey. As befits the classic ‘arcade’ videogames, after travelling through multiple worlds in the Prada universe, the adventure ends in a romantic epilogue.
 Black and white chequered floors, coloured saffiano trolleys, alphabet-shaped tricks, backpack snap-hooks, crocodile minibags, parchment suitcases and countless other elements from the Prada collections mark the game's space, thus outlining a visual universe that spans digital fantasy and perfect 3D rendering. The hero object is the new Prada Folding Sunglasses, a design accessory that transforms, flies, hovers, rotates, bends to overcome barriers and dodge hurdles, all the way to the videogame's grand finale, where it conquers the princess – the ladies' version of the sunglasses.
The video that presents the project is directed by the Milan-based Modecracy studio. For the soundtrack  Prada chose to work with Ladytron, a Liverpool-based band that has always been at the forefront and among the pioneers of the electroclash sound with a pop twist,  that boast previous collaborations with singers including Christina Aguilera and Placebo. The song that forms the soundtrack of Folding in Love is “Ace of Hz” from the album “Gravity the Seducer” released in September 2011. Directed by Giuliano Federico and Marco Braga @ Modecracy in the Soundtrack – Ace of Hz by Ladytron.

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