Game on: Drest partners with Cartier in jewellery app collaboration
High-end jewellery and computer gaming are not an obvious link but building associations between established luxury retail and a younger, trend-driven audience is key in capturing new markets.
Hence luxury jeweller Cartier has exclusively partnered with luxury styling game Drest to debut the game’s “latest media evolution” - Jewelry & Watch Mode.
Detailed within an “enhanced gameplay” the high-end jeweller harnesses the luxury fashion gaming App as a communications platform for this month's launch of its own Clash [Un]limited collection.
“For the first time, the high fashion converged with editorial content, shopping, gameplay and entertainment, [to create] a deeply immersive new world for fashion lovers, mobile gamers and those looking to explore and express their creativity”, said Drest.
The game allows players to style jewellery and watches close-up in 2D on model avatars. For the first time, players can also experiment with stacking jewellery “to add their unique styling twist to a photoshoot, helping them to stand out and make an impression on their peers and industry experts”
For Drest’s stylists, the new feature “is a beautifully simple, much-requested next step in their creative careers within the game, but behind-the-scenes, developing the new mode posed plenty of challenges”, explained founder and CEO, Lucy Yeomans.
She added: “The world of watches and jewellery is the pinnacle of luxury aspiration, combining some of the most iconic and coveted designs with powerful storytelling. Bringing these pieces to life in Drest was a real technical challenge, but we are thrilled with the results.”
Arnaud Carrez, senior VP, chief marketing officer at Cartier, added: “Pushing boundaries is at the heart of Cartier’s DNA, and we are continually looking to engage with our audiences with new and relevant experiences. The new Clash [Un]limited is an amazing, contemporary collection and the Drest features will further empower our audience to explore Cartier’s creativity and creations in an innovative way.”
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