Balenciaga and the online video game Fortnite successfully caught the attention of New Yorkers with their spectacular 3D billboard advertisement experience.
Balenciaga has partnered in Fortnite’s first-ever luxury fashion collaboration. Balenciaga has designed four virtual outfits (or “skins”) that players can purchase, alongside accessories, weaponry, and a virtual Balenciaga destination in-game. The activation was running for one week from 20 September and had an IRL element: a limited-edition run of Balenciaga x Fortnite hats, T-shirts, and hoodies sold in Balenciaga stores and its online store, according to Vogue Business.
Apart from New York, this 3Dexperience was also exhibited in London, Tokyo, and Seoul to tap Gen Z through 2.7 billion gamers worldwide.