Luxury fashion house Prada has appointed AKQA to lead an evolution of its global digital experience, as the brand looks to better integrate its digital and physical retail.
The appointment follows a competitive review that ran from April through September and involved multiple agencies, according to Umberto Basso, managing director of AKQA Italy. The first work from the partnership is expected to launch in the second half of the year.
Rather than searching for incremental digital upgrades, Prada was looking for better continuity across its digital footprint, Basso said.
“They were not looking to be more digital,” he told ADWEEK, but rather to “make the brand feel as precise and crafted in the digital touchpoint as it is in the boutique.”
