Gucci Bloom
Open the game- Brand
- Gucci
- Year
- 2020
- Objective
- Product launch
- Industry
- Beauty
- Mechanic
- Quest
- Platform
- Web
- Agency
- Gucci
Objective
Gucci launched the Bloom fragrance line in 2020 targeting younger, digitally-native audiences through interactive entertainment. The brand aimed to drive customer engagement and foot traffic to luxury retail locations by combining brand storytelling with engaging gaming mechanics, representing part of Gucci's broader strategy to engage younger audiences through gaming.
Solution
Gucci Bloom was an arcade-style puzzle game exclusive to Gucci Arcade within the Gucci mobile app. Players selected one of four heroines—Anjelica Huston, Florence Welch, Jodie Turner-Smith, or Susie Cave—to protect an enchanted castle garden from a curse preventing flowers from blooming. Using a "fairy dust light beam" mechanic, players raced to make flowers bloom within time-limited challenges. Built with GSAP, PixiJS, Vue.js, and HTML5, the game featured a vibrant palette of teal, coral, and golden yellow. A complementary Snapchat AR activation created an interactive portal lens called "garden of dreams" where users discovered Bloom fragrances within a virtual garden. The project was developed in collaboration with Adoratorio Studio.
Results
The campaign achieved an Awwwards Honorable Mention from 15 community judges, recognized for strong creativity and design.
