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THE METROPOLITAN ENIGMA Suspense, intrigue and beauty: the Spring-Summer 2021 collection revealed through the online game ENIGMA
The Ferragamo digital experience looks to interactive dialogue with the new generations

A game, an investigation and a path paved with mysterious clues invite users to identify with the suspenseful moods of the Spring-Summer 2021 collection.
Salvatore Ferragamo reveals ENIGMA. An online game that provides a dimension to stimulate interactive dialogue with clients for alternative storytelling of the intriguing universe of the SS21.
Enigma will test their memory, art of observation and intuitive skills. A game experience that targets the younger generations, using entertainment to redesign the frontiers of these suspended times.

A new stage in the brand’s path of digital innovation, ENIGMA is inspired by the Fashion Film directed by Luca Guadagnino, the cinematic production of Spring-Summer 2021 that also introduces the season’s themes and moods. Filmed in an out-of-the-ordinary Milan, it pays homage to the fashion capital and work of Alfred Hitchcock, which provided inspiration for the SS21 collection.

This link invites users to solve 4 enigmas by playing individual games and exploring various locations in Milan used as sets for the Fashion Film. Thanks to engaging graphics and animation based on the brand’s refined, colourful aesthetics, players take on the enhanced role of armchair detective as they look for clues.
As they move through levels players will come ever closer to solving this metropolitan enigma, unlocking exclusive content that uses the brand’s identifying style codes.

“Enigma stems from an idea of enriching interaction between Ferragamo and the public, increasing the brand’s capacity to engage also with new generations, using the universal language of playing. It is an innovative ambitious digital experience that not only reveals the Spring-Summer 2021 collection but also aims to create dynamic engagement with the players who, thanks to simple moves, can choose to penetrate the Ferragamo universe using the touchpoints, both digital and physical, they are most familiar with,” explains Micaela le Divelec Lemmi, the company’s CEO.

ENIGMA is part of Ferragamo’s important path of digital innovation, paved with milestones such as the Virtual Showroom, which saw Ferragamo, in collaboration with Hyphen, as one of the first brands to offer a digital solution for buyers during the sales campaign, the Tramezza Made-to-Order digital tool created in collaboration with Microsoft and Evolus and virtual tours of selected boutiques. Plus the new website with its completely new, more effective and more intuitive browsing experience.

These developments aim to constantly improve client engagement and service – teaming cutting-edge technology, multichannel services and exclusive Ferragamo savoir-faire – achieving optimisation of the customer journey, improved management of space in physical stores, simplification of purchase procedures, and better assistance.

Click here to start playing and…. happy detecting


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