In an effort to connect with younger, digitally-savvy audiences, Italian fashion house Fendi has teamed up with creator Oscar Wang to launch a gaming experience called Fendidi Playground. Wang, known for his digital character creations for luxury brands like Stella McCartney, previously collaborated with Fendi in 2019 on a design featuring the brand’s iconic FF monogram. Now, they have joined forces once again to create a gaming project for the holiday season.
As part of Fendi’s Fendidi Holiday campaign, they have introduced a new family of characters including Fendidi, Fendiva, and their adorable offspring Fendina and Fendino. These characters are the focus of the digital game “Fendidi Playground.” The objective of the game is for the characters to collect as many Fendi bags as possible within a designated area that incorporates the brand’s emblems. While the game graphics and gameplay are relatively simple, Fendi aims to promote their leather goods segment through gaming, following in the footsteps of brands like Hermès who introduced a mini-game earlier this year. This gaming initiative allows Fendi to connect with the gaming community, and players can also utilize the characters on popular messaging platforms such as WeChat, Kakao, and Line.
Oscar Wang expressed his perspective on bridging Fendi’s brand story with the new generation, stating, “Translating the brand’s codes into visually engaging language is key to connecting Fendi’s story with the new generation. As young consumers increasingly navigate between the digital and physical worlds, my role is to create experiences in both realms that communicate with one another.”
In addition to the digital gaming experience, Fendi has also brought its campaign into the physical world with an illuminated installation in Chengdu, China. The installation showcases Fendino lounging on a sofa adorned with the brand’s logo and is placed in front of Fendi’s flagship store.
This activation marks the culmination of a year filled with digital initiatives for Fendi. Other luxury brands, such as Givenchy Beauty, Burberry, and Mercedes-Benz, have also embraced the world of video games in 2022. It is clear that the luxury industry has been greatly influenced by gaming, and these online strategies are expected to continue in the coming months as brands tap into the community and creative potential associated with gaming.
Useful links:
– Fendi Official Website
– Fendi Collaboration Announcement
