Since the outbreak of the pandemic, the global fashion industry has been constantly innovating and reinventing the digital experience for their loyal customers. For Salvatore Ferragamo, their path to digital innovation has been paved with milestones, such as the Tramezza Made-to-Order digital tool created in collaboration with Microsoft and Evolus as well as various virtual showrooms and tours, to digitalise customers' shopping and viewing experiences, and it is looking like this is just the beginning for the Italian fashion brand.
This season, Salvatore Ferragamo ups the ante yet again with an interactive online game to accompany Hitchcock-inspired fashion film by Luca Guadagnino, which showcases their spring-summer 2021 collection in iconic locations in Milan including Parco dell'Idroscalo, Vio Chiossetto, and Galleria Strasburgo, the iconic art gallery adjacent to Piazza San Babila.
“The game 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," explains CEO Micaela le Divelec Lemmi. "It is an innovative ambitious digital experience that 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."