Armani Beauty's Fortnite expansion, plus Raf Simons to host the spring show during Frieze London
A NEW CODE: Armani Beauty dives into the metaverse for the first time, with a Fortnite game, titled "Rewrite the code". It is inspired by the brand's new men's fragrance, Armani Code Parfum.
"The game is a very natural new world to express the modern masculinity of the new fragrance Armani Code", said Véronique Gautier, global president of Armani Beauty, at L'Oréal. “Fortnite is a perfect cultural match with our [male] Armani Code audience – young, urban, modern – and [provides] the opportunity to tap into Gen Z players, who spend three times as much time on Fortnite than on TikTok.
"It's also a way to reshape the rules of engagement with players as the primary target, to enrich the narrative around our new fragrance with a unique and immersive experience,” she continued.
Related GalleriesBritish actor Regé-Jean Page stars in the Armani Code campaign which broke in September, in which everything moves backwards. People are walking the wrong way and the hands of the clock are turning counter-clockwise. Yet Page proceeds by walking, then running, through the streets, until he encounters a woman. They look at each other attentively, catch a glimpse of the Armani Code Parfum bottle, and then the world is put back on track.
"The game concept inside Fortnite Creative is a natural extension of the communication platform Armani Code. Players are invited to 'rewrite the code,'" said Gautier. "The codes of a new and forward-looking future, the codes of modern men and women on the move. Imagine a world where everything goes wrong, goes upside down. What if you had the power to put the world in order, rewrite the codes? Players are taken on thrilling speed races through a retro urban world before using the Armani Code perfume to open a forward-looking future."
Players collect code numbers to unlock. Each speed run is its own mini-game, which features a different olfactory setting and ingredient found in the Armani Code fragrance, such as iris, cedarwood and sage.
The game will launch on Monday and will be supported by live activations with players on YouTube, TikTok and Twitch in the US, UK, France, Spain, and Germany. —JENNIFER WEIL
SIMONS REPROGRAMS: Famous Frieze Masters participant Raf Simons has set a new date to present the spring 2023 collection of his brand. He will now bring the show to London on October 13, a day after Frieze London and Frieze Masters open to the public in Regent's Park.
The brand has canceled its supposed London debut on September 18, due to the death of Queen Elizabeth II.
"As the country enters a period of official mourning, we will pause during this period of great sadness. We will take this time to respect the legacy of Her Majesty Queen Elizabeth II and her 70 years on the throne," the brand said at the time.
A NEW CODE: Armani Beauty dives into the metaverse for the first time, with a Fortnite game, titled "Rewrite the code". It is inspired by the brand's new men's fragrance, Armani Code Parfum.
"The game is a very natural new world to express the modern masculinity of the new fragrance Armani Code", said Véronique Gautier, global president of Armani Beauty, at L'Oréal. “Fortnite is a perfect cultural match with our [male] Armani Code audience – young, urban, modern – and [provides] the opportunity to tap into Gen Z players, who spend three times as much time on Fortnite than on TikTok.
"It's also a way to reshape the rules of engagement with players as the primary target, to enrich the narrative around our new fragrance with a unique and immersive experience,” she continued.
Related GalleriesBritish actor Regé-Jean Page stars in the Armani Code campaign which broke in September, in which everything moves backwards. People are walking the wrong way and the hands of the clock are turning counter-clockwise. Yet Page proceeds by walking, then running, through the streets, until he encounters a woman. They look at each other attentively, catch a glimpse of the Armani Code Parfum bottle, and then the world is put back on track.
"The game concept inside Fortnite Creative is a natural extension of the communication platform Armani Code. Players are invited to 'rewrite the code,'" said Gautier. "The codes of a new and forward-looking future, the codes of modern men and women on the move. Imagine a world where everything goes wrong, goes upside down. What if you had the power to put the world in order, rewrite the codes? Players are taken on thrilling speed races through a retro urban world before using the Armani Code perfume to open a forward-looking future."
Players collect code numbers to unlock. Each speed run is its own mini-game, which features a different olfactory setting and ingredient found in the Armani Code fragrance, such as iris, cedarwood and sage.
The game will launch on Monday and will be supported by live activations with players on YouTube, TikTok and Twitch in the US, UK, France, Spain, and Germany. —JENNIFER WEIL
SIMONS REPROGRAMS: Famous Frieze Masters participant Raf Simons has set a new date to present the spring 2023 collection of his brand. He will now bring the show to London on October 13, a day after Frieze London and Frieze Masters open to the public in Regent's Park.
The brand has canceled its supposed London debut on September 18, due to the death of Queen Elizabeth II.
"As the country enters a period of official mourning, we will pause during this period of great sadness. We will take this time to respect the legacy of Her Majesty Queen Elizabeth II and her 70 years on the throne," the brand said at the time.
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