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Prada Journal – Prada Feltrinelli Prize III Edition

Prada Journal – Prada Feltrinelli Prize III Edition October 3, 2016Milan0 Comments

Milan, September 30th, 2016

Words can be a thousand different words. Words are alive. As such, one story has a thousand ways of coming to life in the eyes of different readers. Kei Matsushima (Conversations with Shadows), Flávio Vinicius Moreira Costa (Lieutenant Marcus), Billie Phillips (No Balm in Gilead) and Maria Laura Rodriguez (The Hour of the Wolf) are the winners of the third edition of Prada Journal – Prada Feltrinelli Prize. In keeping with the brand’s innovative spirit, Prada unveils the winning stories through a digital performance set in a modern ‘Theatre of Conversation and Exchange’, crossing the boundaries of time and space via several interconnected environments in which diverse elements interact, veering towards virtuality, in an unusual visual format. New to this edition is a transformation from story to stage. Storytelling is filtered through words and optical frames, jumping off the page into a three-dimensional literary experience. The optical frames from the Prada Journal collection, developed in collaboration with Luxottica, are, once more, the key tool for exploring the world through different lenses and a new way to see the things and people around us. American scriptwriter Christopher Ciancimino has transposed selected passages of the winning stories into two-minute plays. A theatrical company was assembled to bring the scripts to life.

Performed by eleven actors, each story was acted out in two different venues – inside a theatre and outside – to create eight different interpretations. Prada invites the viewer to take a 360o immersive stroll through the performances, allowing the digital audience to move around the scene, explore the setting and change their own point of view during every interpretation. By tapping the spacebar or by shaking their mobile devices, users will also be able to switch between the interpretations during the performances. The innovative digital theatre that is at the heart of this edition has allowed Prada to bring to life the four winning stories and granted the audience the possibility to choose how to view each story. Viewers become more than spectators as they actively participate to create a unique perspective on each story. All the interpretations will be viewable online at www.prada.com/journal on both mobile and desktop devices. In addition to the plays, visitors will also have the option to download the Prada Journal III edition digital anthology, to read more about this edition’s authors and jury and discover the Prada Journal Eyewear collection.

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Giangiacomo Feltrinelli Editore srl

Giangiacomo Feltrinelli Editore, established in 1955, is one of the leading independent publishing houses in Italy, with a historical catalogue of over 8,000 titles and 270 new publications per year. Both with its existing catalogue and in its new editorial choices, the publishing house confirms its political and cultural heritage, its commitment to innovation and experimentation, together with an openness to new publishing challenges. Feltrinelli is proud of having discovered for the Italian market some of the most significant authors and books on the international scene, including Nobel laureates Nadine Gordimer, Imre Kértesz, José Saramago, Doris Lessing, Herta Muller and Muhammad Yunus. Italian authors include Roberto Saviano, Antonio Tabucchi, Alessandro Baricco, Erri De Luca, Stefano Benni, Maurizio Maggiani, Chiara Gamberale, Cristina Comencini, Simonetta Agnello Hornby for fiction. In non-fiction,Umberto Galimberti, Enrico Deaglio, Massimo Recalcati, Eugenio Borgna, Gian Antonio Stella and Sergio Rizzo.Besides its traditional non-fiction and fiction lists, and the paperback line Universale Economica, the publishing house has recently enriched its production by adding children’s fiction and a series of home cinema dvds.

Luxottica Group S.p.A.

Luxottica is a leader in the design, manufacture and distribution of fashion, luxury and sports eyewear. Its portfolio includes proprietary brands such as Ray-Ban, Oakley, Vogue Eyewear, Persol, Oliver Peoples and Alain Mikli, as well as licensed brands including Giorgio Armani, Burberry, Bulgari, Chanel, Coach, Dolce &Gabbana, Michael Kors, Prada, Ralph Lauren, Tiffany & Co. and Versace. The Group’s global wholesale distribution network covers more than 150 countries and is complemented by an extensive retail network of over 7,200 stores, with LensCrafters and Pearle Vision in North America, OPSM and LensCrafters in Asia-Pacific, GMO in Latin America and Sunglass Hut worldwide. In 2015, Luxottica posted net sales of approximately Euro 9 billion and approximately 79,000 employees. Additional information on the Group is available at www.luxottica.com.