The Italian design firm plans to combine the nine films into a feature-length movie that will be edited by Pietro Scalia, whose work includes Black Hawk Down and American Gangster. The feature will premiere on Prada's website in September.

When asked about the project, Tomaso Galli, Prada's group communications and external relations director, said "We liked the idea of approaching the world of fragrance with a sensory subversion such as 'seeing smell.'" In that case, I don't understand why they didn't just save themselves a few bucks and hand out 'shrooms to anyone who entered their store. It would probably better target their demographic and would have saved me from having see the one or two really fucked up things I just witnessed on their website. Unless I went to the store and took the 'shrooms, I guess.