There's no need to go to the museum when you have the Prada 'Il Palazzo' app. Set up with the appearance of a medieval castle, the app features a virtual museum where users can tour around inside. Once inside, you get the sense that you are exploring a piece of history, royalty and grandeur.
The main attraction of this app is the 150 charcoal illustrations by Richard Haines, depicting Prada's Fall/Winter 2012 menswear collections, which are scattered on the walls throughout the gallery. The sketches were originally done while backstage of the Prada runway shows, which adds an interesting perspective to the way the collection is usually presented and interpreted.
A combination of artistry, history and branding promotion makes the Prada Il Palazzo app a welcoming addition to fashion marketing.