Dream theory

Milan – Prada has launched a new microsite to go with its latest range of pop culture-inspired perfumes.

• Prada uses evocative names and animations to help customers choose their fragrance
• Its 10 unisex scents are represented by ‘sensory fragments’ to ‘provoke fantastical thoughts’

In October the Italian luxury retailer launched Olfactories, a provocative line of perfumes inspired by pop songs and films from decades past, including New Wave band Soft Cell’s Tainted Love and Prince’s Purple Rain. Now, to give customers more of a flavour for each new scent, Prada is encouraging customers to experience them online using animated mood boards inspired by dreams, according to perfumer Daniela Andrier.

‘Dreams are really impressions when you awaken,’ says Andrier. ‘The colours and feeling are all broken up in one’s mind, and that is how these fragrances were constructed – reflecting that these are possibly memories that belong to them, the consumers.’

Nue au Soleil, for example, named after Brigitte Bardot’s 1970 hit, shows a golden nectar bursting from a white blossom, while Cargo de Nuit, named after the French tv series from the late 1980s, shows frothing waves against a midnight purple background.