Maison Karl Lagerfeld has launched a retro game to promote the new collection.
Users play as the famous Choupette, the late designer’s pet cat, trying to outdo a team of dogs to collect the coveted Karl Koins.
The dog characters are individually programmed to actively chase players as they make their way through the map, a game that takes the concept from the famous Pac-man.

The game will be released online and in-store and will be the first interactive video game of the brand that connects to real life, giving access to some of the items in the collection.
In fact, in a weekly prize draw, players with the highest score will receive a gift card to use in a Karl Lagerfeld store in the UK and Europe.

Every little detail is taken care of, as the shape of the labyrinth of the game is a nod to the architecture of the Karl Lagerfeld Maison building, with the sign, the fence, and the plants artfully arranged to reflect the surrounding environment.
Animations based on the game segments will also feature in the launch campaign for the new online and in-store collection.

A now widespread trend to create video games to promote the new collections, but fashion brands are also increasingly looking at games and gamification as another way to engage fans and refine the design and style they choose.

Maison Karl Lagerfeld is available to play on desktops, tablets, and mobile through this site and also the brand’s social media, Facebook and Instagram, and in-store until March 13, 2020.