A true 360-branding project including strategy, naming, branding, photo art direction, design, collage, writing, animations, print, social media content, press materials, and activation for the newest line of Prada fragrances, Prada Olfactories. To celebrate the launch we created immersive, multi-sensory experiences — each aligned with one of the ten fragrances — interwoven into the architecture of the Prada Broadway Epicenter.