Mountain MazeMiu Miu
An AR game challenging players to reach the top of the Dolomites, wearing the F/W21 Miu Miu collection.Play the game
As part of Miu Miu’s F/W21 collection launch, Stink Studios were tasked with creating a digital experience and in-store activation to attract a younger audience.
Miu Miu's breathtaking fashion show took place in the Dolomites. So we created an exclusive Augmented Reality game for Instagram that challenges players to reach the top of the Dolomites while embodying one of the Miu Miu Brave Hearts Show protagonists.
Before the game begins, the player chooses their avatar. There are four adventurous women, all wearing different looks from the Miu Miu F/W21 collection. Once the character is chosen, the aim is to get to the top of the mountain as fast as possible, through the winding path.
As the players walk through their chosen trail, they will encounter some unexpected obstacles. As players progress towards the summit alpine sounds can be heard with cowbells and birds towards the base and whistling winds higher up. The sun slowly sets as the player reaches the summit providing a dramatic backdrop for their achievement.
When the top has been reached, the avatar will plant a flag and the time will stop. The player can take a screenshot and challenge their friends to beat their time by sharing the screenshot on social media.
Ready to join the Mountain Club? Head to Instagram.