Gucci — Mystery Unfolds

Objective

Gucci launched the La Famiglia collection in Spring/Summer 2026 as creative director Demna's debut, introducing an eccentric cast of characters that redefined the brand's codes. To extend the collection beyond traditional e-commerce and deepen audience engagement, Gucci partnered with MONOGRID and Google Gemini to transform the launch into an interactive mystery game. The initiative aligns with the brand's broader digital strategy of positioning itself as an entertainment destination—building on previous successes in gaming through Roblox (19 million Gucci Garden visitors in 2021; 49+ million Gucci Town visits in 2022)—and leverages emerging AI technology to create repeat visits, generate curiosity, and establish meaningful consumer touchpoints.

Solution

MONOGRID developed La Famiglia: Mystery Unfolds, an AI-powered detective game that transforms the collection characters into interactive suspects. Players receive a call from La Contessa, whose jewelry has been stolen during a villa party, and assume the detective role to interrogate guests, collect clues, and identify the thief before nightfall. The experience uses Google Gemini to power real-time conversational AI dialogue, allowing dynamic, branching interactions with each character that bring the eccentric La Famiglia personalities to life. Built as an immersive web experience on gucci.com using GSAP animations, GraphQL, and responsive design, the game blends narrative storytelling with fashion storytelling—each suspect's outfit serves as both a clue and a collection reference. Gameplay progresses across multiple rooms and scenarios, with progression gates leading to exclusive rewards: unseen materials, deeper collection insights, and early access to new products for players who complete the mystery.

Results

Not published.