On Wednesday, the Italian fashion label Max Mara made its Roblox debut with the release of ‘Max Mara Coats Adventure’.
Max Mara Coats Adventure is a world filled with user avatars that can run, jump, and ride roller coasters while carrying the trademark 101801 jackets around fanciful structures. Users may tackle various problems with the help of several Teddy Bears, which are evocative of the well-known Max Mara coat.
The immersive and informative parts of the experience have been meticulously developed, combining fun instruction, knowledge, and empowerment – all characteristics that have defined the Max Mara brand since its foundation.
The digital world begins with three zones: Pattern Lab, a virtual sewing workshop where users can solve puzzles to create various garments; Color Parkour, a series of classes in which consumers can run and jump to collect colour spheres that make up the brand’s palettes; and WunderKammer, an imaginative “wonder labyrinth” created in collaboration with Atelier dell’Errore, an artistic collective hosted by Collezione Maramotti in Reggio Emilia. Users may assemble exotic animal parts to create “daimons,” which are virtual animals that accompany each player’s avatar.
The project is a cooperation between the Milan-based game and story design firm We Are Muesli and the Anglo-American business Poptropica LTD, which specializes in creating Roblox experiences.
