Louis Vuitton launches immersive game to celebrate anniversary on Discord

The fashion house Louis Vuitton is celebrating the first anniversary of its presence on Discord with the launch of “Enigma”, an immersive game that challenges its digital community to solve daily riddles. From November 26th to 30th, participants will be invited to embark on a collaborative adventure to locate Vivienne, the maison's iconic mascot.

The game is aimed at the 8,000 members of the brand's official Discord channel and will require intelligence, strategy and teamwork to decipher the clues presented each day. The answers will be revealed on December 1st, but registration is now open on the platform.

A digital journey to connect fashion and innovation

Since joining Discord in September 2023, Louis Vuitton has used the platform as an extension of its digital initiatives, promoting conversations, sharing educational content and strengthening its relationship with digital consumers, especially NFT holders.

_{Images from the game “Enigma” (Photo: reproduction/Louis Vuitton)}

Enigma” reinforces this strategy, combining the brand's DNA — inspired by travel and exploration — with elements of gamer culture. This is not the brand's first foray into the virtual world: in 2021, the launch of “LOUIS THE GAME” highlighted the story of founder Louis Vuitton, while Pharrell Williams' debut collection brought pixelated patterns that refer to the digital universe.

The “gamification” of luxury

The immersive game is yet another example of how luxury brands are exploring the potential of gamer culture to engage a young, digitally active audience. The growing influence of games on consumer behavior has driven companies like Louis Vuitton to translate their identity into interactive experiences that go beyond traditional fashion.

Those interested in participating can sign up on the official Louis Vuitton Discord server and unravel the mysteries proposed by the fashion house.

Featured photo: Mascot Vivienne will guide players in “Enigma”, a Louis Vuitton game (Reproduction/Louis Vuitton)