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.

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When fashion meets fun

Max Mara Coats Adventure is a space full of life, populated by the avatars of the users and by dozens of Teddy Bears - referencing the eponymous, famous Max Mara coat - who will help them overcome different challenges.
At launch, Max Mara Coats Adventure includes three areas: Pattern Lab, a virtual tailoring workshop, the Color Parkour, a series of courses where players can collect color spheres making up the brand's palettes, and the WunderKammer, an imaginative "maze of wonders" co-created with Atelier dell’Errore - an artistic collective hosted by the Maramotti Collection in Reggio Emilia - where people can assemble and reassemble parts of fantastic animals into "daimons", the virtual creatures accompanying each player's avatar.

Great attention has been paid to the immersive and edutainment aspect of the experience, ranging from the opportunity to enjoy historical and cultural snippets about the world of craftsmanship and textile industry, to the cooperation among users to achieve collective in-game goals.

Start the game on Roblox

Max Mara Coats Adventure - The Making Of

Here’s the Making Of Max Mara Coats Adventures: how we landed on Roblox. Follow us behind the scenes of the game experience that will take you to the fantastic world of Max Mara.
In this third and last episode you will discover how much the important connection between art, creativity, and gaming has influenced the development of Max Mara's new game and how making mistakes is a way of learning.

Watch the third episode