MAX&Co. w/ Tamagotchi

For autumn 2022 MAX&Co. – the Max Mara fashion group brand – and the Bandai Namco Europe company have created a collection dedicated to Tamagotchi, which combines the nostalgia of the iconic game with the typical French style. In fact, playful figures and pixelated graphics can be found on wardrobe must-have items such as the Breton sweater and the beret. The instructions for caring of a Tamagotchi, “Eat sleep repeat”, are printed on the back of t-shirts, the front of soft sweaters or jacquard collars.

To launch the new special capsule collection from December 1st, the Tamagotchi designed in 3D came to life until the 15th with a living installation in Piazza San Carlo, a strategic shopping point in Milan. The interactive game aims to directly involve the brand community via social media and through an editorial plan of surveys, people will be able to influence Tamagotchi’s daily activities: from food to sport, up to rest.

In the main metro station of Milan – Duomo – and on public transportation, the entire dressing was made with special billboards and all spaces were covered.
With the colorful and funny communication of MAX&Co. the goal was to send a direct message to the Millennials and Gen Z target, with a decisive impact during the Christmas shopping time.

YEAR / 2022