Gucci Just Turned the "La Famiglia" Collection Into a Game
Developed with Google Gemini.
Demna‘s Gucci just got a whole lot more interesting. Transforming the brand’s recent “La Famiglia” collection into a game, the latest launch invites players to step into the world of the collection’s eccentric characters. Titled “La Famiglia: Mystery Unfolds,” the game begins with a phone call from La Contessa and transforms its players into the ultimate detective.
Upon entering the game, you’re invited to La Contessa’s villa party after her prized jewelry is stolen, taking on the role of the detective in a bid to find the thief before the night ends. Developed using Google Gemini, the game acts as an evolution of Gucci’s digital footprint, transforming its traditional e-commerce site into a fully-fledged, immersive experience.
“La Famiglia: Mystery Unfolds” follows Gucci’s See Now, Buy Now collection drop, which introduced a dedicated digital environment for its runway presentation, and comes off the back of launches like the NFT auction with Christie’s, the Roblox scavenger hunt and its Miley Cyrus x Metaverse crossover for Gucci Beauty.
For those who know Demna or are familiar with his time at Balenciaga, you’ll know that the designer dipped his toe into the digital world more than a few times, too. From Balenciaga’s virtual agriculture experience to the YEEZY GAP Engineered by Balenciaga launch, there are plenty of examples of Demna merging fashion with tech.
Take a glimpse at what to expect from the game above and head to the brand’s website to play.
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