'Louis The Game' by Louis Vuitton
Luxury Fashion House Launches Game to Engage Fans and Collect NFTs
Hi NFT community
Yesterday, luxury brand Louis Vuitton launched their game app called “Louis: The Game”, to celebrate the 200th birthday of founder Louis Vuitton.
They’ve created the fashion brand's mascot Vivienne, and the game follows the character's journey to Paris where players can collect 30 NFTs along the way, ten of which were designed by artist Mike Winkelmann who is known professionally as Beeple. You may remember his name from the digital art piece“Everydays: the First 5000 Days” which sold for the staggering amount of $69,000,000 via luxury auction house Christie's. However, the NFTs in this instance won’t cost you an arm and a leg as they are collectible but not for sale.
Louis Vuitton had previously worked with Beeple on the digital prints for their spring/summer 2019 collection.
If you’re not an avid follower of luxury fashion house and luxury goods maker, or even current pop-fashion culture then let me give you a little context to the game.
Louis Vuitton was a Malletier (trunk-maker) apprentice born in France in 1821 who left his hometown of Anchay at the age of 13 amid the Industrial Revolution, walking the 292 miles to Paris where he later founded a business (1854) that would become one of the biggest and most respected brands in the world to this day.
At the heart of the game is a quest that nods to the journey of the brand’s founder, a coming-of-age story that highlights the hardships and adventures he went through to launch the brand. There are seven fantasy locations, inspired by Paris, London, Beijing, Tokyo, and New York.
The aim of the game is to collect candles that unlock postcards containing anecdotes. These cards of which there are 200 highlights the brands collaborations, special orders, technical trivia, family history, artistic interventions, and runway highlights that are then stored in Vivenne’s trunk.
Of course, the part you’re likely most interested in is the NFTs.
As you move Vivienne through the game, banners for NFTs pop up and players will have a chance to acquire them, after which they are stored in a digital wallet (locked until 2022).
Here’s an example of one of the NFTs
Now, this isn’t a case of collecting NFTs and you being able to cash in and buy that Lambo. This is a light and fun concept and a very smart business move from LV as it’s a great way to engage different audiences and connect them to the brand.
This is the reason I wanted to highlight the projects because it helps people to begin expanding their thoughts around the possibilities of NFTs and the use cases.
Not everything is about cashing in at the start. Brands can get creative with how they engage in the NFT space and use them as a vehicle for long-term plans.
Not everybody will become a Louis Vuitton product consumer after playing the game but some people will connect to the brand for the first time here and become life-long customers, and if you’ve ever seen the price tags on Louis Vuitton branded products you’ll understand where the value play is for them here.
So there you have it, go check out the game in the App Stores on all devices and collect some of your own LV NFTs.
Thanks for reading, David Skilling.
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Disclaimer: None of the content I provide should be considered advice. The thoughts and ideas presented are personal opinions and for entertainment purposes only. You (and only you) are responsible for the financial decisions that you make. The ideas presented here are my opinions at the date of writing and may change in the future.