By Claire Reilly
LG Electronics has announced the launch of its newest smartphone, turning towards a high-concept, high fashion design in an attempt to stand out from the plethora of devices available on the market.
The Prada Phone by LG 3.0 is the third phone to come from the creative partnership between the couture label and the electronics company, and is set to be launched exclusively on the Vodafone network in April. However, socialites and style-chasers were given an exclusive first glimpse of the product in London in December.
Talking up the smartphone’s fashionable pedigree was LG Electronics senior marketing manager, Brad Reed.
“The latest offering continues in the tradition of combining Prada’s trademark design aesthetics and simplicity with LG’s leading technology, including one of the brightest displays on the market and a Prada themed UI [user interface] for a truly unique mobile experience,” said Reed
“We are delighted to be launching the handset in the Australian market in partnership with Vodafone on their new 850mHz mobile network.”
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Following on a similarly effusive line was Vodafone general manager, Ross Parker.
“The new Prada Phone by LG is a winning collaboration between LG and fashion-house Prada. This ‘statement’ device is the perfect choice for the discerning eye, and we’re delighted to be confirming its availability exclusively at Vodafone.”
The smartphone runs on the Android 2.3 Gingerbread operating system (scheduled to upgrade to Ice Cream Sandwich “later in 2012”), and features a 1.0 GHz dual-core processor, 4.3-inch full touchscreen display, 8-megapixel camera and (comparatively small) 8GB maximum memory.
Just so it matches your Prada wallet or handbag, the black smartphone is finished with the design house’s signature Saffiano pattern on the back. The Prada Phone by LG 3.0 also offers “a specially created user interface featuring unique black, grey and white menu and icons” as well as “minimal hardkeys completing the sleek simple finish”.
The Prada Phone by LG 3.0 will be available for RRP $799, with an additional Prada-branded cradle and Bluetooth head-set to become available.
The Prada Phone by LG 3.0.
Actor Edward Norton and model Daria Werbowy use their chiselled good looks to model the new device.