A new YEEZY GAP ENGINEERED BY BALENCIAGA flagship store opened in Times Square, New York, yesterday.
What no one would have expected, however, is that there was a station inside the store to try out a new virtual and video game experience designed just for the occasion by Kanye West aka Ye and Balenciaga Art Director Demna.
The game allows you to choose an avatar, male or female, have him or her wear the items from the collection, and once you are ready you begin: the goal is to “collect” the most doves as the avatar moves through the sky, upward, in a sort of ascent.
This is not the first time Ye has tried his hand at creating a video game, in fact back in 2016 he came up with a virtual experience titled “Only One”. The game was inspired by his late mother and the single released in early 2015 and made together with Paul McCartney.
The video game is not the only novelty launched in conjunction with the store’s opening on Broadway.
A rather somber, and in some ways ironic, commercial that perfectly echoes the aesthetic and mood of the collection has also been released and can be seen below.
If you would like to try the video game you can find it on the YEEZY GAP website, where you will also find the YEEZY GAP ENGINEERED BY BALENCIAGA collection already available, just frame the QR code with your smartphone and you’re done.
