App of the week - An Italian Dream

It's all too easy to criticise companies for  jumping on the technological "brandwagon". When it comes to apps, brands such as Muji, Phaidon and Gucci among others, have - on the whole - pushed themselves to produce creative and engaging extensions of their core values.

The latest comes courtesy of Italian leather maestros, Tods. Titled, rather grandly, "An Italian Dream", the app is an extension of the original "My Life is in this Bag" app, which was launched last August, and allows users to browse the brands' collections.

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"An Italian Dream" takes a more abstract approach, revealing the intricate craftsmanship behind each of Tods' products through a series of documentary films - including a ballet-inspired video born of the relationship between Tod’s and Milan's legendary Teatro alla Scala.

An Italian Dream will be available to download from the iTunes store from December 17.

www.tods.com

What do you think?

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