Drop + Playground design the new digital ecosystem for the launch of Premiata's SS26 Apparel collection

Drop + Playground, Horsa's Commerce & Experience Hub, define a new digital approach for the launch of Premiata’s SS26 Apparel collection, seamlessly integrating storytelling, technology, and premium content into a unified experience. Jointly developed from conception to implementation, the project has led to a proprietary digital format designed to elevate the brand's premium language through immersive visuals, dynamic content, and an integrated shopping experience.

Already renowned for its aesthetic research and manufacturing quality in the footwear segment, Premiata chose to rely on the two Horsa Group companies with the goal of giving new centrality to its apparel category. Playground managed the creative direction, campaign concept, UX/UI, and content production, while Drop oversaw technological development and e-commerce integration. This integrated approach enabled the creation of a digital ecosystem that organically combines storytelling, experience design, and technological architecture.

At the heart of the project is "Urban Proof", the creative concept conceived by Playground based on an analysis of new behaviors in contemporary fashion. Today, the urban wardrobe is no longer built for separate occasions, but rather supports a fluid and dynamic daily life—from work to leisure, from day to night. This interpretation shapes the narrative of the new collection, which is versatile and naturally embedded in city life. The concept guided every design element: from visual direction to editorial tone, from casting to location, all the way to the structure of the experience page, designed as a meeting point between editorial storytelling and conversion.

Natively integrated into the brand's e-commerce, the platform guides users through the discovery of the collection via campaign visuals, editorial content, and direct connections to the product catalog. For content production, Playground adopted a hybrid production approach, blending traditional photo and video shoots—shot in Milan Portello, in collaboration with Labrutepoque Lab—with content developed using Gen AI technologies. The latter supported the production of high-impact visuals and the creation of 3D outfit videos, with assets designed to live consistently across all digital touchpoints: the experience page, e-commerce banners, 3D content, videos, and social media.

Credit: Labrutepoque Lab

"This project stems from the desire to build a digital language capable of authentically representing Premiata's evolution. We envisioned an experience where content, aesthetics, and technology work together to enhance the product and strengthen the relationship with our community, while always keeping the brand's identity at the center," comments Carlotta Mazza, Co-Owner & Chief Operating Officer.

"Together with Premiata, we worked on a shift in perspective, building a narrative around the new rhythms of urban life. 'Urban Proof' is born from the idea of a fluid wardrobe, capable of accompanying different moments and contexts throughout the day. This concept is reflected in a design model where content, design, and technology communicate organically," highlights Mirko Colombo, Head of Creative Solutions at Drop+Playground.

On the technological front, Drop developed the platform using a headless approach, engineered to guarantee flexibility, fast loading speeds, and scalability. The infrastructure, integrated with Shopify and Strapi via dedicated APIs, allows the brand to autonomously manage editorial content and seasonal updates, maintaining total continuity between storytelling and the shopping experience.

With this project, Drop + Playground confirm the value of an integrated approach where creativity, content, and technology function as a single design system, capable of transforming a collection launch into a digital experience tailored to evolve alongside contemporary fashion brands.

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— 27 May 2026