Raphael ThysPhoto: Louis Vuitton
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Following the introduction of Louis: The Game last August, which rewarded players with the chance to win historical postcard NFTs, Louis Vuitton has added new quests and new NFT rewards to its standalone game app, investing further into its virtual platform as luxury’s relationship with gaming continues.
The NFT project aims to educate players on the brand’s 200-year history, and again turns to randomly awarded free NFTs rather than an auction or priced sale. Similar to the first iteration, players who reach a certain threshold will have the chance to qualify for an NFT raffle. The raffle, running until 4 August, will distribute a total of 10 new NFTs that feature the game’s character, Vivienne, who is an anthropomorphism of the company's monogram. The NFTs portray Vivienne in a variety of looks, and will be portable across platforms and function as an avatar on social networks, similar to an LV PFP.
The project combines a number of themes that have been integral to luxury’s participation in early Web3 experiments. Games have provided a way to increase engagement and affinity among younger consumers while testing virtual worlds. PFPs, meanwhile, have become a digital badge of honour that display status, community and cultural relevance. Louis Vuitton’s approach reflects relative caution in embracing digital fashion and metaverse principles: by creating its own game, rewarding players for learning about its history and giving away NFTs for free, it has more control of the environment and avoids having to price its digital goods.
The game, which is available on Android and Apple, has been downloaded two million times, according to the brand. There are two new levels, which are accessible to those who previously successfully completed the first level. Players must retrieve 16 pages from a manuscript of Louis Vuitton, gathering details about the founder’s life and the founding of the brand and its trunks.
A global leaderboard encourages competition and showing off skins that can be changed throughout the game. The brand is also planning physical experiences of Louis: The Game at the Louis Vuitton family home in Asnières and Los Angeles, although it did not share further details.