Demna’s imagination makes its way into the world of video games
Demna’s imagination makes its debut in the world of gaming. With the launch of “La Famiglia: Mystery Unfolds,” the Florentine fashion house presents a game that invites players to immerse themselves in the world of the characters from the Georgian designer’s first collection. Unveiled in September 2025, this collection designed by Demna reinterprets the house’s codes through framed portraits of an extended Gucci family, composed of unique personalities and distinctive aesthetic attitudes. These come to life in digital form, demonstrating how fashion stories can be told online.
An interactive survey powered by Google Gemini
The game—available on the brand’s official website—begins with an urgent phone call from the Countess. After her precious jewels are stolen, she invites the player to a reception at her villa, convinced that the culprit is among the guests. Once there, the player takes on the role of a detective: they question the guests, gather evidence, and must unmask the thief before the night is over. Developed using Google Gemini, the game features the cast of characters from the lookbook, allowing the public to explore the collection’s narrative universe in a unique and interactive way.
The Digital Transformation of the Gucci Ecosystem
“This launch also reflects the ongoing evolution of Gucci’s digital ecosystem, as Gucci.com continues its transformation from a traditional e-commerce site into a more immersive editorial platform,” the fashion house explains in a press release. This initiative follows the recent launch of the “Gucci Primavera” page and its See Now, Buy Now selection, presented in a dedicated digital environment and introduced during the latest runway show (marking Demna’s debut on the catwalk at the most recent Milan Fashion Week). “These initiatives,” the brand concludes, “mark the next step in Gucci’s digital innovation journey, exploring new creative frontiers through AI, storytelling, and interactive technologies to strengthen audience engagement and reinvent how fashion collections can be experienced online.”