Max Mara Coats Adventure is a space populated by user avatars that can run, jump, and ride roller coasters carrying the iconic 101801 coats amidst whimsical buildings. Guided by numerous Teddy Bears, reminiscent of the renowned Max Mara coat, users can navigate various challenges.

The immersive and educational aspects of the experience have been carefully crafted, blending entertaining education, knowledge, and empowerment – values that have characterized the Max Mara brand since its inception.

The digital world launches with three zones: Pattern Lab, a virtual sewing workshop where users engage in crafting various garments by solving puzzles; Color Parkour, a series of courses where users can run and jump to collect color spheres that make up the brand’s palettes; and WunderKammer, an imaginative “wonder labyrinth” created in collaboration with Atelier dell’Errore – an artistic collective hosted by Collezione Maramotti in Reggio Emilia. Here, users can assemble fantastical animal parts into “daimons,” virtual creatures accompanying each player’s avatar.

The project is a collaboration with the Milan-based game and narrative design studio We Are Muesli and the Anglo-American company Poptropica LTD, specializing in developing Roblox experiences.

Roblox boasts 70 million daily active users as of the third quarter of 2023.