milano fashion story
TRANSCRIPT
A project by LINK
MilanoFASHION
STORY
A project by LINK
THE GAME-FASHION DESIGN-ADVENTURE GAME
A project by LINK
TARGETThe game is not limited to a specific target. Everyone is invited to take part in it. It is structured in an accessible way and it was designed for either the fashion know-it-all or the casual player that just wants to have some fun and learn.
THE GAME-FASHION DESIGN-ADVENTURE GAME
A project by LINK
TARGET
CONCEPT
THE GAME-FASHION DESIGN-ADVENTURE GAME
The game is not limited to a specific target. Everyone is invited to take part in it. It is structured in an accessible way and it was designed for either the fashion know-it-all or the casual player that just wants to have some fun and learn.
Keeping the non-specific target in mind, we designed a game that is both fun and interesting, giving people a lot of information about the world of fashion design, the creative process and the people that are (or were) part of it. Another key-factor in the design process of the game was the link created between the geographical locations of Milan and the world of fashion design. The route we designed lets the player discover not only about fashion, but also about how much his own city is linked to it.
A project by LINK
1.2.
3.
fashion designers’ history
random facts and oddities about the fashion designers
Milan and its territory
CONCEPTby playing MILANO FASHION STORY, people will experience three different levels of knowledge
A project by LINK
MilanoFASHION
STORY
1.2.
3.
fashion designers’ history
random facts and oddities about the fashion designers
Milan and its territory
CONCEPTby playing MILANO FASHION STORY, people will experience three different levels of knowledge
A project by LINK
CONCEPTTaking Expo 2015 as an occasion to rediscover Milan’s points of strength, such as fashion de-sign, the game explores the life of four of the most important italian fashion designers, all of which are strictly connected to the city. The designers are Giorgio Armani, Gianfranco Fer-ré, Gianni Versace and Miuccia Prada.
Each player will follow his character’s route. The route is divided into 4 main locations, all of which are mandatory if the player wants to finish the game. They have to be reached in the right order and they are strictly connected to the designers’ stories. At each main loca-tion the player will find information about his character and its link with the geographical lo-cation, as well as an indication on where to go next. In the proximities of the location there will also be an object to collect, that will grant the player access to the next location. To collect the items, players will have to take a picture.
Between the main locations there are three optional spots where the player, should he decide to do so, will be asked questions about his character in order to gain extra points and objects.
At the end of the game players will all be reu-nited at a common location, nearby Expo 2015 main quarters, and they will discover who the winner is. They are also invited to share all of the information they gathered during their ga-ming experience with all the other players.
MilanoFASHION
STORY
A project by LINK
MiucciaPrada
GiorgioArmani
GianfrancoFerrè
GianniVersace
FASHION DESIGNERS
MiucciaPrada
GiorgioArmani
GianfrancoFerrè
GianniVersace
MiucciaPrada
GiorgioArmani
GianfrancoFerrè
GianniVersace
The fashion designers that were chosen as characters for the game all have in common a strong connection to the city of Milan (either because they were born in it themselves, or because of their career)
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FASHION DESIGNERSFor each designer, a characteristic element was chosen in order to give the team players an element to recognize themselves. These elements are not linked to the brands. They are something strongly linked to the fashion designers as persons.Each element will be printed and reproduced on paper and the players will wear it.
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FASHION DESIGNERSEach team is also differentiated by the use of a different colour.
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FASHION DESIGNERS
teamPRADA
teamARMANI
teamVERSACE
teamFERRÈ
Miuccia Prada (Miuccia Prada Bianchi; Milan, 10th May 1948) is an italian fa-shion designer and entrepeneur.The yougest daughter of Mario pra-da, she guided and transformed Pra-da into one of the most succesfull fa-shion brands of the entire world. Time Magazine considers her the second most powerful woman in Fashion as well as one of the twenty most rich fa-shion-entrepeneurs. She’s also the 3rd richest person in Italy and the 78th ri-chest person in the world.
Giorgio Armani (Piacenza, 11th July 1934) is an italian fashion designer and entrepeneur. He’s the 4th richest man in Italy and the 131st richest one in the world. He represents elegance. Outside the world of fashion, he was involved in interior decoration and architecture.Milan’s basketball team is named after him.
Gianfranco Ferré (Legnano, 15th august 1944 – Milan, 17th June 2007) was an italian fashon designer, among the most kown of all of Italy. Impeccable in every project, he brought italian fashion design to a new fame la-vel in the world. he started as a low-le-vel jewelry designer and became one of world’s greatest fashion stars.
Gianni Versace (Reggio Calabria, 2nd December 1946 – Miami Beach, 15th July 1997) was an italian fashion de-signer and entrepeneur. versace is for certain a very well known and recogni-zable brand in the entire world, and this is to be attributed to the work of Gian-ni, that starting as a simple tailor in his mother’s shop, was able to became one of the best fashion designers ever exi-sted.
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DUOMO EXPO
ROUTEEach of the four teams has its own route to follow, based on its character life and career. But all of the teams start and end in the same place (piazza Duomo as the starting point and piazzale Cordusio as the ending one) and share locations for non-mandatory tasks.
A project by LINK
ROUTEEach team will have to go through four main locations before being able to finish the game. These locations are mandatory and have to be visited in a predetermined order, suggested to the player step by step.
DUOMO EXPO
A project by LINK
ROUTEEach team will have to go through four main locations before being able to finish the game. These locations are mandatory and have to be visited in a predetermined order, suggested to the player step by step.
Visiting these location will give the player knowledge about the designer’s story and the place he’s visiting, and will also award him with points and objects. Each of these objects is necessary in order to gain access to the next mandatory location.
Manichino Macchina da cucireCartamodelloAgo e filo
DUOMO EXPO
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Manichino
Fragranza
Macchina da cucireCartamodello
Metro
Ago e filo
Stoffa
ROUTEEach team will have to go through four main locations before being able to finish the game. These locations are mandatory and have to be visited in a predetermined order, suggested to the player step by step.
Visiting these location will give the player knowledge about the designer’s story and the place he’s visiting, and will also award him with points and objects. Each of these objects is necessary in order to gain access to the next mandatory location.
In addition to the mandatory locations, the players will have the choice to visit some extra-locations where, after answering correctly to a question about the designer or its brand, they will be awarded a few extra points and an object.
DUOMO EXPO
A project by LINK
A project by LINK
ROUTEMAIN LOCATIONSThe main locations let the player discover the history of the designer and of its brand, all in relation to Milan’s territory.
At the beginning of the game the players will be given the address of the location they have to visit first. They will gather the rest of the addresses one at a time by visiting the locations.They will only be able to complete the game if they will follow the correct order of the locations, collecting the objects necessary to unlock the next step.
A project by LINK
ROUTEMAIN LOCATIONSThe main locations let the player discover the history of the designer and of its brand, all in relation to Milan’s territory.
At the beginning of the game the players will be given the address of the location thei have to visit first. They will gather the rest of the addresses one at a time by visiting the locations.They will only be able to complete the game if they will follow the correct order of the locations, collecting the objects necessary to unlock the next step.
A project by LINK
ROUTEMAIN LOCATIONSThe main locations let the player discover the history of the designer and of its brand, all in relation to Milan’s territory.
At the beginning of the game the players will be given the address of the location thei have to visit first. They will gather the rest of the addresses one at a time by visiting the locations.They will only be able to complete the game if they will follow the correct order of the locations, collecting the objects necessary to unlock the next step.
A project by LINK
ROUTEMAIN LOCATIONSThe main locations let the player discover the history of the designer and of its brand, all in relation to Milan’s territory.
At the beginning of the game the players will be given the address of the location thei have to visit first. They will gather the rest of the addresses one at a time by visiting the locations.They will only be able to complete the game if they will follow the correct order of the locations, collecting the objects necessary to unlock the next step.
A project by LINK
ROUTEMAIN LOCATIONSWhen a player approaches a location he will find two spots to pass by: the first one contains information about the place he is visiting and its link with the fashion designer. The second one will unlock an object necessary in order to visit the next location. Before unlocking the object, the player will also have to take a picture, as proof of his passage.
A project by LINK
ROUTENON-MANDATORY LOCATIONSThese locations are strategically placed in areas that will lead players to come across each other and trigger a virtual battle.They consist in quiz-style questions about the fashion designer or its brand, and will award some extra points and an extra object.
Even if the player gets the answer wrong, he will be awarded with an object and, most importantly, with information about the question he was just asked.
A project by LINK
ROUTENON-MANDATORY LOCATIONSThese locations are strategically placed in areas that will lead players to come across each other and trigger a virtual battle.They consist in quiz-style questions about the fashion designer or its brand, and will award some extra points and an extra object.
Even if the player gets the answer wrong, he will be awarded with an object and, most importantly, with information about the question he was just asked.
A project by LINK
ROUTENON-MANDATORY LOCATIONSThese locations are strategically placed in areas that will lead players to come across each other and trigger a virtual battle.They consist in quiz-style questions about the fashion designer or its brand, and will award some extra points and an extra object.
Even if the player gets the answer wrong, he will be awarded with an object and, most importantly, with information about the question he was just asked.
A project by LINK
ROUTENON-MANDATORY LOCATIONSThese locations are strategically placed in areas that will lead players to come across each other and trigger a virtual battle.They consist in quiz-style questions about the fashion designer or its brand, and will award some extra points and an extra object.
Even if the player gets the answer wrong, he will be awarded with an object and, most importantly, with information about the question he was just asked.
A project by LINK
ROUTENON-MANDATORY LOCATIONSThese locations are strategically placed in areas that will lead players to come across each other and trigger a virtual battle.They consist in quiz-style questions about the fashion designer or its brand, and will award some extra points and an extra object.
Even if the player gets the answer wrong, he will be awarded with an object and, most importantly, with information about the question he was just asked.
A project by LINK
MIUCCIA PRADA
GIANFRANCO FERRÈ
GIORGIO ARMANI
GIANNI VERSACE
Miuccia Prada and costume designer Catherine Martin collaborated to create the costumes of a famous book-inspired book, which one?
-Marie Antoinette-The Great Gatsby-Oz the Great and Powerful
Which of these random facts about Gianfranco is true?
-He only drank mineral water-He never got his driving license-He loved dogs and alway carried around six pugs, wherever he went
Remix is a record by pop artist Madonna. Armani was inspired by it to create one product. Which one?
-a babydoll-a coat- a perfume
In October 2012 famous pop star Lady Gaga wore the famous black dress with gold shoulder pins, that more than twenty years ago brought Versace and the actress who wore it to fame. Who was that actress?
-Elisabeth Hurley -Maryl Streep -Sharon Stone
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PUNTEGGIOEach right answer, visited main location or collected skill, will give the player a certain amount of points. Based on how many points the player managed to get by the end of the game, he will reach a different level.
- Visiting a main location attributes 20 points
- Collecting a skill gives 10 points
- Answering correctly to a question gives 10 points
A project by LINK
PUNTEGGIOEach right answer, visited main location or collected skill, will give the player a certain amount of points. Based on how many points the player managed to get by the end of the game, he will reach a different level.
- Visiting a main location attributes 20 points
- Collecting a skill gives 10 points
- Answering correctly to a question gives 10 points
BATTLESThe strategic placement of non-mandatory questions in areas that are to be visited by every team, will enhance the chances for virtual battles to happen.
A project by LINK
PROMOTIONThe promotional campaign for the game consists in a set of posters and flyers. There will be two different kinds of promotional material: the first is a poster that includes the game logo and a brief explaination. The second one is a set of flyers personalized for each different designer.
MilanoFASHION
STORY
In occasione dell'Expo 2015 a Milano, ripercorri la storia di quattro protagonisti assoluti della moda mondiale, ita-liana, ma soprattuto milanese. Partecipando al gioco percorrerai le tappe fondamentali della storia di quattro grandi maestri della moda: Giorgio Armani, Gianfranco ferré, Gianni Versace e Miuccia Prada. Scoprirai i luoghi, le
storie e le curiosità legate al tuo personaggio preferi-to, e potrai condividere quel che hai imparato con gli altri giocatori una volta terminato il gioco. Ad ogni tappa percorsa otterrai delle abilità e crescerai nel tuo personale percorso di stilista, rivivendo in prima persona la salita al successo del tuo stilista preferito.
A project by LINK
A project by LINK
PROMOTIONThe promotional campaign for the game consists in a set of posters and flyers. There will be two different kinds of promotional material: the first is a poster that includes the game logo and a brief explaination. The second one is a set of flyers personalized for each different designer.
MilanoFASHION
STORY
In occasione dell'Expo 2015 a Milano, ripercorri la storia di quattro protagonisti assoluti della moda mondiale, ita-liana, ma soprattuto milanese. Partecipando al gioco percorrerai le tappe fondamentali della storia di quattro grandi maestri della moda: Giorgio Armani, Gianfranco ferré, Gianni Versace e Miuccia Prada. Scoprirai i luoghi, le storie e le curiosità legate al tuo personaggio preferito, e potrai condividere quel che hai imparato con gli altri giocatori una volta terminato il gioco. Ad ogni tappa percorsa otterrai delle abilità e crescerai nel tuo perso-nale percorso di stilista, rivivendo in prima persona la salita al successo del tuo stilista preferito.
MilanoFASHION
STORY
scopri di più sulla vita di:
GIANNIVERSACE
A project by LINK
PROMOTIONThe promotional materials also include a QR code that gives the user the chance to visit a Facebbok page about the event, where all of the information can be retrieved.
In occasione dell'Expo 2015 a Milano, ripercorri la storia di quattro protagonisti assoluti della moda mondiale, ita-liana, ma soprattuto milanese. Partecipando al gioco percorrerai le tappe fondamentali della storia di quattro grandi maestri della moda: Giorgio Armani, Gianfranco ferré, Gianni Versace e Miuccia Prada. Scoprirai i luoghi, le storie e le curiosità legate al tuo personaggio preferito, e potrai condividere quel che hai imparato con gli altri giocatori una volta terminato il gioco. Ad ogni tappa percorsa otterrai delle abilità e crescerai nel tuo perso-nale percorso di stilista, rivivendo in prima persona la salita al successo del tuo stilista preferito.
MilanoFASHION
STORY
scopri di più sulla vita di:
GIANNIVERSACE
A project by LINK
PROMOTIONThe promotional materials also include a QR code that gives the user the chance to visit a Facebbok page about the event, where all of the information can be retrieved.
A project by LINK
PROMOTIONThe promotional materials also include a QR code that gives the user the chance to visit a Facebbok page about the event, where all of the information can be retrieved.
A project by LINK
MilanoFASHION
STORY