Prada Signs Up for Mobile Phone with LG Electronics

Prada has signed an agreement with Korean giant LG Electronics to develop an iconic mobile phone.

The Italian brand is planning an advanced touch interface, which eliminates the conventional keypad, in a novel co-branding exercise.

Prada’s goal is to “combine high-end technology with avant-garde design offering the best in both style and performance,” the Italian house said in a release.

Miuccia Prada, arguably the single most influential designer so far this century, intends that the joint venture will focus on “key elements inside the phone, such as software, user interface and music as well as its look, for example design and packaging,” Prada explained.

Many designers have developed links with electronics firms, particularly mobile phone makers, though they have mostly limited their contributions to superficial exterior improvements. One designer, Derek Lam, even was able to give away free Samsung mobiles in strategically placed front row goody bags at his show, after creating a new cover for that manufacturer.

Consumers will first be able to get their hands on the Prada phone in early 2007, with distribution rolling out across in Europe through Italy, UK, France, and Germany, followed by countries in Asia such as Hong Kong, Taiwan, and Singapore. Ironically, the Korean version won’t launch until the second quarter of 2007.

“As we do with ready-to-wear and accessories, we were looking at a break-through. Consistently with our approach, we are not branding an existing product; rather, Miuccia and I have been working with LG to give this new phone a very strong character and unique style, both in its contents and in its design,” said Prada President & CEO Patrizio Bertelli.

Added Mun-Hwa Park, President & CEO of LG Electronics: “Prada’s legacy for classic and sophisticated design meant they were the perfect partner to develop this shared vision of innovative technology and ultimate style.”

The Prada Group, which also controls Miu Miu, Car Shoe and Azzedine Alaia, operates 211 stores in major markets around the world.

LG Electronics, a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employs some 72,000 people working in over 120 operations.

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