What do fashion and gaming have in common? If you would have asked us a couple of years ago, we would have probably said nothing. The current scenario, however, is very different. As more and more brands navigate the uncharted virtual realm of the Metaverse, the fashion world is making a splash in the fictional universe of video games. The latest to take the leap? Max Mara.
In a groundbreaking move that blurs the lines between fashion and digital innovation, Max Mara ventures into the metaverse with its debut on Roblox. Welcome to Max Mara’ Coats Adventure,’ a whimsical realm where meadows unfurl as expanses of fabric and trees tower as giant spools, offering users a surreal playground to explore, create, and learn.
Max Mara’s virtual space on Roblix is populated by users’ avatars as they navigate an amusing realm saturated with the Maison’s iconic ‘101801’ coats and button buildings. Guided by dozens of Teddy Bears – a nod to the emblematic Max Mara coat – users embark on a journey through three captivating areas: Pattern Lab, Color Parkour, and the WunderKammer.
Pattern Lab is essentially a virtual tailoring workshop where users solve puzzles to craft various clothing items, while Color Parkour offers adrenaline-fueled challenges as gamers race to collect color spheres that define the brand’s signature palettes. Meanwhile, the WunderKammer invites users into an imaginative maze of wonders co-created with Atelier dell’Errore, where they can assemble virtual creatures and embark on collective adventures.
These diverse mechanics cater to a wide spectrum of user preferences, blending action, puzzle-solving, and exploration. The experience not only showcases Max Mara’s aesthetic imagery but also embodies its values of creativity and tailoring expertise. Users can even customize clothes crafted in Pattern Lab with colors discovered in the Color Parkour, adding a personal touch to their virtual wardrobe.
From historical insights into craftsmanship to collaborative efforts among users to achieve collective goals, the experience transcends mere gaming to foster learning and community engagement.
Developed in collaboration with Milan-based game and narrative design studio We Are Muesli and Roblox experiences development company Poptropica LTD, Max Mara ‘Coats Adventure’ is now available on Roblox.
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