LG releases Prada cell; Samsung’s has F1 image

In the latest cell phone maker collaboration with luxury brands, both of Korea’s top handset makers have produced custom designs for people wanting posh gadgets.
LG Electronics Co. yesterday unveiled its Prada phone, which it developed with Italian luxury goods maker Prada. The phone’s technology is based on the LG phone model KE850, but has been tweaked for an entirely different look ― the LG logo is replaced with the signature Prada logo, for instance.
Customization extends beyond design to include different ring tones, screen icons, mobile phone accessories, and a black leather case.
“We are not branding an existing product; rather, Miuccia Prada and I have been working with LG to give this new phone a very strong character and unique style, both in content and design,” said Mr. Patrizio Bertelli, president and chief executive officer of Prada.
The phone does not have a keypad, but a touch interface on a liquid crystal display screen, similar to that of Apple’s iPhone, which has not been released yet. It also comes with a two-megapixel camera with Schneider-Kreuznach lens, and serves as a multimedia player supporting video and MP3 files.
When the phone is not in use, the 12-millimeter (0.47-inch) thick device has a black exterior; the background of the screen is also black.
The Prada phone will be available for 600 euros ($777) in Europe later next month, with release in Asia in March.
Samsung Electronics Co. revealed Wednesday its McLaren-Mercedes phone, based on the image of the MacLaren-Mercedes F1 (Formula 1) racing car.
The phone was made to commemorate Vodafone’s sponsorship of the racing team. It has a platinum-like chrome lining and red detail like a race car. The menu screen is designed to look like tires and its default ring tone is the sound of an engine.

By Wohn Dong-hee Staff Writer wohn@joongang.co.kr