Pradamalia is the new family of tricks from Prada, miniature creatures that are part biological, part technological, born inside the futuristic, make-believe Prada Laboratories in collaboration with Michael Rock/2×4 New York.
Each of the seven creatures – Disco, Socks, Fiddle, Otto, Toto, Scuba and Spot – feature the brand’s trademark aesthetics and certain superpowers, as well as having various clearly apparent eccentricities reflected in their shape: a triangular Prada heart, a black and white chequerboard brain, metal studs, shadowy tones, polished wood, printed lips and Prada’s iconic Saffiano leather.
The advertising campaign for the Pradamalia project is divided into two stages: the creation of the tricks in the Laboratories followed by their escape into the world. The products are available in Prada shops and online at prada.com, and include keyrings, jewellery and small leather items for both men and women.
Pradamalia
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