Max Mara enters the world of gaming, and does so with Max Mara Coats Adventure, a planet where the meadows are expanses of fabric and the trees are enormous spools; where you can run, jump and travel along a rollercoaster carrying the iconic 101801 coats between elegant buildings with imaginative shapes.
Another world, populated by user avatars who will be guided by dozens of Teddy Bear – the famous coat of the brand – to pass a series of tests. A playful dimension, which catapults the brand into the virtual universe of Robloxa global immersive platform where 70 million people connect and communicate daily.
At launch, Max Mara Coats Adventure includes three areas: Pattern Lab, a virtual tailor's shop at whose work tables it is possible to try your hand at making different items of clothing through the resolution of puzzle game of increasing difficulty; The Color Parkour, a series of paths where you can run and jump in an attempt to collect all the colored spheres that make up the palette of the brand; and the WunderKammeran imaginative “labyrinth of mental wonders” co-created with Atelier dell'Errore – an artistic collective hosted by the Maramotti Collection in Reggio Emilia – in which parts of fantastic animals can be composed and recomposed together in daemonthe virtual creatures that accompany each player's avatar.
These game mechanics have been designed to satisfy the different tastes of male and female players: we go from action to reasoning and exploration, for an experience that is as varied as it is organic – it is possible for example to customize the clothes created inside Pattern Lab with the colors discovered in Parkour – and always focused not only on the aesthetic imagery, but also on the brand's values of creativity and sartorial know-how.
Not surprisingly, much attention was given to the size of edutainment of the immersive experience, of educational entertainment and knowledge enrichment — values that have characterized the Max Mara brand since its foundation. We therefore range from the possibility, through dialogues with the Teddy Bears, to benefit from historical-cultural “pills” on the (real) world of craftsmanship and the textile industry, to cooperation between users to achieve collective game objectives .
The project is created in collaboration with the Milan-based game and narrative design studio We Are Muesli, and with the Anglo-American experience development company RobloxPoptropica LTD.
Source: Vanity Fair
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