Salvatore Ferragamo Spring-Summer 2021 collection is revealed through ENIGMA – an online game that induces interactive dialogue with clients for alternative storytelling of the universe of the collection. The game will test their memory, art of observation and intuitive skills.
ENIGMA is inspired by the Fashion Film directed by Luca Guadagnino, that pays homage to Milan and the work of Alfred Hitchcock, which provided inspiration for the Spring-Summer 2021 collection.
Users are invited to solve 4 enigmas by playing individual games and exploring various locations in Milan used as sets for the Fashion Film. As they move through levels players will come ever closer to solving this metropolitan mystery, unlocking exclusive content that uses the brand’s identifying style codes.
Enigma stems from an idea of enriching interaction between Ferragamo and the public, increasing the brand’s capacity to engage also with new generations, using the universal language of playing. It is an innovative ambitious digital experience that not only reveals the Spring-Summer 2021 collection but also aims to create dynamic engagement with the players who, thanks to simple moves, can choose to penetrate the Ferragamo universe using the touchpoints, both digital and physical, they are most familiar with. – Micaela le Divelec Lemmi, the company’s CEO
The online game is part of Ferragamo’s plan of digital innovation, which was initiated with the launch of the Virtual Showroom, the Tramezza Made-to-Order digital tool created in collaboration with Microsoft and Evolus, and virtual tours of selected boutiques.