Play, create, share: Max Mara Coats Adventure is online now

Max Mara lands on Roblox with an edutainment experience
There is a planet where meadows are expanses of fabric and trees are giant spools; a place where people can ride a rollercoaster transporting the iconic 101801 coats; a world for meeting, exploring, creating, and learning together. This world is called Max Mara Coats Adventure, the gaming experience through which the Italian company enters the virtual universe of Roblox - a global immersive platform for connection and communication with 70 million daily active users.

Max Mara Sunset Walk: a final journey together, illuminated by the Stitches of Memory.

As the Max Mara Coats Adventure world takes on the hues of sunset, a new path comes to life.
Discover the Stitches of Memory, collect each glowing point, and relive the moments that brought us together.
At the end of the journey, a special place awaits: a sunset photoshoot where you can capture your final photo in the Max Mara Roblox universe.
Share your image using #MaxMaraSunsetWalk and take with you our final symbol — the free Camel UGC, an elegant emblem of the brand.

The Iconic Olimpia Jacket arrives on Roblox

Max Mara Coats Adventure introduces a new Limited UGC: the iconic Olimpia Jacket, now available in the metaverse. With structured shoulders, an oversized cut and bold lines, this jacket embodies strength, elegance and character — a modern tribute to heroic femininity.
An immersive way to experience fashion and claim a signature Max Mara piece, now in Roblox.

The Whitney Bag arrives on Roblox

To celebrate the 10th anniversary of the iconic Whitney Bag, Max Mara Coats Adventure is enriched with a new limited-edition UGC that reflects the elegance and architectural design of the bag, inspired by the renowned Whitney Museum in New York.
An original and engaging way to celebrate one of our most beloved icons, even in the metaverse.

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When fashion meets fun

Max Mara Coats Adventure is a new live space, populated by user avatars and dozens of Teddy Bears helping them overcome a series of challenges.
Max Mara Coats Adventure includes four areas: TailorTrax, a lab where fashion meets music, Pattern Lab, a virtual tailor’s shop, Color Parkour, a series of paths where you collect coloured spheres that make up the brand’s colour palette, and WunderKammer, an imaginative labyrinth co-created with Atelier dell’Errore - an artistic collective hosted by the Collezione Maramotti from Reggio Emilia - in which “daimons” (virtual creatures that accompany every player’s avatar) are put together.
Get ready for a thrilling, rollercoaster ride on the Max Mara Coats Adventure!

Start the game on Roblox

Max Mara Coats Adventure - The Making Of

Max Mara Coats Adventure: how we landed on Roblox. 
Discover how the Max Mara values were transformed into fun, artistic expression and an opportunity for edutainment, and what challenges were faced in the planning process on Roblox.