Balenciaga has once again redefined the intersection of fashion and digital gaming with its latest collaboration with ”Need for Speed Mobile.”
Balenciaga has partnered with Tencent-owned ”Need for Speed Mobile” to offer a unique blend of in-game and physical merchandise. This collaboration, meticulously developed over 500 days, introduces exclusive items for both the virtual and real worlds.
Players will navigate through Heat Valley, a Balenciaga-themed cityscape that includes a virtual tour of the brand’s London flagship store and a preview of the upcoming Shanghai Taikoo Hui flagship store. This immersive experience allows users to explore the Balenciaga universe in a new and exciting way.
Within this virtual playground, users can purchase six character looks and four car liveries, all designed by Balenciaga’s Creative director, Demna Gvasalia. These designs are inspired by the brand’s latest collections and offer a seamless blend of fashion and gaming aesthetics. Certain items in the game can be unlocked by completing certain in-game tasks, adding an element of challenge and excitement for players.
Beyond the digital realm, Balenciaga has curated an eight-piece capsule collection available in select Balenciaga stores, on balenciaga.cn and through its WeChat Mini program. This physical collection of hoodies, t-shirts and sweatpants includes NFC chips that grant early access to a special skin within the virtual racing world.
The launch of ”Need for Speed Mobile” in mainland China is a significant milestone, with plans to expand to the rest of Greater China in August. This expansion will coincide with the capsule drop, ensuring that both the game and the fashion collection reach a wide audience.
Balenciaga’s Chief Executive Officer, Cédric Charbit, emphasizes the brand’s commitment to engaging digitally savvy consumers in China. This collaboration aims to create a seamless and creative experience for users.
This partnership with ”Need for Speed Mobile” marks Balenciaga’s third venture into the digital gaming space, following the success of previous projects such as ”Afterworld: The Age of Tomorrow” and its collaboration with Fortnite.
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©Photo: Balenciaga
