Afterworld. The Age of Tomorrow for luxury brands.


I have been running a Methodology Seminar with our UX (User Experience) designers on the Metaverse for the last few years. Our entry point is that more and more luxury brands are joining the Metaverse trend by making games to sell their products. launched this game during the Pandemic. While anyone can now access the video game via Balenciaga’s website, a select group of people were initially invited to play the game via virtual reality (VR) headsets instead of attending an in-person runway show.

It was within this game that the brand presented its Fall 2021 line, also called Afterworld: The Age of Tomorrow, which is a continuation of its Summer 2021 pre-collection shown in October 2020.

The journey starts out in a Balenciaga retail store, before players move into a city and hop onto a bus, which takes flight and warps into thin air. Participants are then transported to another outdoor environment where they are directed through a series of abandoned concrete structures, and towards a dark forest opening. A white rabbit leads players through the forest to a “secret rave”. I particularly like the ambience in this video which talks about the story settings found in the game.

Take a look and see what you think…

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