Bloom
- Brand
- Gucci
- Year
- 2020
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Adoratorio Studio
Objective
Gucci built Bloom to give the closing chapter of its Gucci Bloom fragrance campaign — the Floria Sigismondi-directed film shot at La Scarzuola — an interactive afterlife, letting people step into the campaign's dream garden rather than just watch it. It also marked the first fragrance-themed title in Gucci Arcade, the in-app arcade section the house launched in 2019 to reach a younger, game-literate audience through vintage arcade cues.
Solution
Players enter either from the Gucci Arcade menu inside the Gucci app or by visiting the guccibloom.gucci.com microsite in a browser, then choose one of four heroines from the campaign's cast — Anjelica Huston, Florence Welch, Jodie Turner-Smith, or Susie Cave. That drops them into a maze-like garden inside an enchanted castle whose flowers have stopped blooming under a curse. Steering a beam of magic pollen through the maze, the player aims it at buds to make them flower before the clock runs out. When time expires, the run ends and the number of flowers bloomed stands as the score; the game is free, carries no purchases, and can be replayed right away.
- 1
Players open the Gucci app's Gucci Arcade section, a hub of retro-styled game tiles, and select Bloom; the same experience is also playable directly on the web at guccibloom.gucci.com.
- 2
An opening message sets the premise: the castle's gardens are cursed with unblooming, and the player is called on to save them.
- 3
The player picks one of four heroines, each illustrated in the likeness of a Gucci Bloom campaign face: Anjelica Huston, Florence Welch, Jodie Turner-Smith, or Suzi Cave.
- 4
Play unfolds inside a maze-like castle garden rendered in 1980s arcade-style retro graphics, through which the chosen heroine moves.
- 5
The core mechanic: the player aims a fairy-dust light beam at closed buds scattered through the garden, causing them to bloom and lifting the curse flower by flower.
- 6
Each run is timed, and the session ends with a tally of the flowers made to bloom, framed by the prompt "How many flowers will you make bloom?"
