The Brand Enters the World of Gaming for the First Time
Max Mara has announced a partnership with massively popular online video game Roblox. Titled Max Mara Coats Adventure, the brand described the virtual activation as “an immersive edutainment experience.”
The virtual space within the Roblox world draws inspiration from Max Mara’s mastery of fabric development, and in particular the iconic Teddy Coat designed by creative director Ian Griffiths. Players can zoom through interconnected worlds and collect items that reveal the craft process behind signature pieces and allow them to craft their own take, as well as purchasing exclusive Max Mara skins for their characters.
With its first foray into gaming, Max Mara joins the ranks of many other major houses that have partnered with online game world. Gucci and Ralph Lauren have both launched Roblox experiences, while Louis Vuitton has partnered with Final Fantasy and League of Legends, and Dior with the Grand Turismo series.
Max Mara celebrated the tenth anniversary of its Teddy Coat late last year with pop-ups and events, and this initiative shows the brand is continuing to invest in the strength of its modern icon while expanding into new consumer groups.