Salvatore Ferragamo is readily morphing into a brand that knows how to navigate the digital world and now it’s hopping on the gaming train for its Spring/Summer 2021 campaign.
Titled Enigma, its new online game brings players into a fashionable mystery solved through four puzzling activities or “enigmas” (including a word search and a memory quiz) embedded with Ferragamo trinkets and references to the campaign. Not only can players vicariously make their rounds through Milan (each activity is set in a different iconic landmark), but the game’s visuals, composed of warm pastel hues and sketched drawings, evoke a vintage European sensibility that’s romantically cinematic.
Enigma doesn’t stand alone. The game’s theming ties into the campaign’s Milanese based fashion film, which is directed by Italian filmmaker Luca Guadagnino in collaboration with Salvatore Ferragamo Creative Director Paul Andrew and is inspired by Alfred Hitchcock films.
This is not only a sign of innovative collection showings – gaming has already been visited by brands including Louis Vuitton, Balenciaga, Gucci, and Moschino – but a Ferragamo strategy to tap into a younger generation and to mold itself around a pandemic changed shopping experience. Their focus on technology has already featured a website remodeling and a virtual tour of some its store locations and the Salvatore Ferragamo Museum alongside a collaboration with Microsoft to create Made to Order Tramezza, an online personalized shopping platform dedicated to the brand’s men’s shoes.
So get ready to put on your thinker’s – or shall we say Ferragamo – hat and play Enigma here.END
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createdAt:Mon, 05 Apr 2021 16:36:06 +0000
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