“An Italian Dream” is the second app for the iPad launched by Tod’s. Besides exploring the craftsmanship of Tod’s this app also correlates the brand and the Teatro alla Scala. “My Life is in This Bag” was their first app which was unveiled in August. It celebrated the world of Tod’s and allowed the visitors to browse collections and view virtual themed lifestyles. After all, Tod’s represents an understated and effortless lifestyle.
Tod’s D bag and Gommino are the focus of this app. The user gets a deeper look at the processes the artisans go through to create the bag. It also allows the user to get a behind the scene look at the relationship between Tod’s and Milan’s iconic opera house, Teatro alla Scala, which was captured in a video released earlier this year called ‘An Italian Dream’.
Matthias Zentner has directed the film An Italian Dream. He has used 13 ballet dancers from the Teatro alla Scala and depicted through their dance form the care and craftsmanship of Tod’s goods and their philosophy of being a delicate symbol of comfort and elegance. The dancers essentially interpret and celebrate the stages with which the products are made. It is exclusively available through the online Apple Store.