Max Mara, the renowned Italian fashion house, made a digital debut on Wednesday with the launch of “Max Mara Coats Adventure” on Roblox. This virtual space invites user avatars to explore and engage in activities, such as running, jumping, and riding roller coasters while carrying the iconic 101801 coats through whimsical buildings. Guided by Teddy Bears reminiscent of Max Mara’s famous coat, users can navigate challenges in this immersive experience.
The digital world is divided into three zones: Pattern Lab, a virtual sewing workshop where users craft garments by solving puzzles; Color Parkour, where they run and jump to collect color spheres forming the brand’s palettes; and WunderKammer, an imaginative “wonder labyrinth” in collaboration with Atelier dell’Errore. Here, users can create virtual creatures called “daimons” by assembling fantastical animal parts.
This collaborative project involves Milan-based game and narrative design studio We Are Muesli and the Anglo-American company Poptropica LTD, specializing in Roblox experiences. The initiative aims to blend entertainment, education, knowledge, and empowerment, aligning with Max Mara’s values.
Roblox, with 70 million daily active users as of the third quarter of 2023, provides a vast platform for this innovative digital venture. Step into the Max Mara Coats Adventure for a unique and engaging exploration of fashion in the virtual realm.
