Play, create, share: Max Mara Coats Adventure is online now

Max Mara débarque sur Roblox avec une expérience ludo-éducative
Il existe une planète où les prairies sont des étendues de tissu et les arbres des bobines géantes ; un endroit où les gens peuvent grimper dans des montagnes russes transportant l’emblématique manteau 101801 ; un monde où l’on se rencontre, où l’on explore, où l’on crée et où l’on apprend ensemble. Ce monde s’appelle Max Mara Coats Adventure, une expérience de jeu qui permet à la marque d’entrer dans l’univers virtuel de Roblox, plateforme immersive mondiale de connexion et de communication qui compte 70 millions d’utilisateurs actifs quotidiens.

The Iconic Olimpia Jacket arrives on Roblox

Max Mara Coats Adventure introduces a new Limited UGC: the iconic Olimpia Jacket, now available in the metaverse. With structured shoulders, an oversized cut and bold lines, this jacket embodies strength, elegance and character — a modern tribute to heroic femininity.
An immersive way to experience fashion and claim a signature Max Mara piece, now in Roblox.

The Whitney Bag arrives on Roblox

To celebrate the 10th anniversary of the iconic Whitney Bag, Max Mara Coats Adventure is enriched with a new limited-edition UGC that reflects the elegance and architectural design of the bag, inspired by the renowned Whitney Museum in New York.
An original and engaging way to celebrate one of our most beloved icons, even in the metaverse.

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When fashion meets fun

Max Mara Coats Adventure is a new live space, populated by user avatars and dozens of Teddy Bears helping them overcome a series of challenges.
Max Mara Coats Adventure includes four areas: TailorTrax, a lab where fashion meets music, Pattern Lab, a virtual tailor’s shop, Color Parkour, a series of paths where you collect coloured spheres that make up the brand’s colour palette, and WunderKammer, an imaginative labyrinth co-created with Atelier dell’Errore - an artistic collective hosted by the Collezione Maramotti from Reggio Emilia - in which “daimons” (virtual creatures that accompany every player’s avatar) are put together.
Get ready for a thrilling, rollercoaster ride on the Max Mara Coats Adventure!

Start the game on Roblox

Max Mara Coats Adventure - The Making Of

Max Mara Coats Adventure: how we landed on Roblox. 
Discover how the Max Mara values were transformed into fun, artistic expression and an opportunity for edutainment, and what challenges were faced in the planning process on Roblox.