Louis Vuitton launches video game to target young consumers
Luxury brand Louis Vuitton on Wednesday launched a video game app containing 30 non-fungible tokens (NFTs), including 10 from pioneering digital artist Mike Winklemann, known as Beeple.
The app, “Louis: The Game”, available on both Apple Store and Google Play, is designed to celebrate the bicentenary of the birth of Louis Vuitton, who founded his eponymous house in Paris in 1854.
Born August 4, 1821, Louis Vuitton was an apprentice trunk maker who left his hometown of Jura at the age of 14. He traveled on foot for two years before arriving in Paris and later founding his own company, today part of the multinational luxury conglomerate LVMH, which has a market value of over $ 415 billion.
The video game describes its journey in launching and developing the brand with a theme to target a younger audience around the world. Players will follow the recognizable brand mascot Vivienne to collect as many monogrammed candles as possible, in addition to the keys that access each level. Each of the 200 candles opens a postcard that reveals an anecdote or anecdote about the history of the brand. The adventure will take place in dream locations that evoke Paris, Beijing, London, New York and more.
All 30 NFTs are collectible in-game, but not for sale.
This is not the first time that Beeple, whose work Daily: the first 5,000 days, sold for a record US $ 69 million in March at Christie’s, has collaborated with Louis Vuitton. He worked with the brand for their Spring / Summer 2019 womenswear collection, using their existing artwork for prints and creating videos for selected showcases around the world.
Like Louis Vuitton, other high fashion brands have also deployed their own video games in addition to incorporating game-themed designs, in order to appeal to the younger generation of luxury consumers.
Louis Vuitton had already partnered with the League of Legends franchise in 2019 to design some of the in-game character clothing. UK-based Burberry has partnered with Mythical Games for in-game clothing and has its own app. game, called B Surf.
The celebration of the 200th anniversary of the birth of Louis Vuitton, underway in the coming months, will also include a documentary In search of Louis which will air on Apple TV’s Explore channel from December, an unveiling of a large-scale Louis Vuitton triptych painted by American artist Alex Katz; store windows that showcase the iconic chest as a ship reinvented by 200 backers; and a fictional novel by French writer Caroline Bongrand on the life of Louis Vuitton.