2. A project by LINK
THE GAME
-FASHION DESIGN
-ADVENTURE GAME
3. A project by LINK
TARGET
The game is not limited to a specific target.
Everyone is invited to take part in it. It is
structured in an accessible way and it was
designed for either the fashion know-it-all
or the casual player that just wants to have
some fun and learn.
THE GAME
-FASHION DESIGN
-ADVENTURE GAME
4. A project by LINK
TARGET
CONCEPT
THE GAME
-FASHION DESIGN
-ADVENTURE GAME
The game is not limited to a specific target.
Everyone is invited to take part in it. It is
structured in an accessible way and it was
designed for either the fashion know-it-all
or the casual player that just wants to have
some fun and learn.
Keeping the non-specific target in mind,
we designed a game that is both fun and
interesting, giving people a lot of information
about the world of fashion design, the
creative process and the people that are (or
were) part of it. Another key-factor in the
design process of the game was the link
created between the geographical locations
of Milan and the world of fashion design. The
route we designed lets the player discover not
only about fashion, but also about how much
his own city is linked to it.
5. A project by LINK
1.
2.
3.
fashion designers’ history
random facts and oddities
about the fashion designers
Milan and its territory
CONCEPT
by playing MILANO FASHION STORY, people
will experience three different levels of
knowledge
6. A project by LINK
Milano
FASHION
STORY
1.
2.
3.
fashion designers’ history
random facts and oddities
about the fashion designers
Milan and its territory
CONCEPT
by playing MILANO FASHION STORY, people
will experience three different levels of
knowledge
7. A project by LINK
CONCEPT
Taking Expo 2015 as an occasion to rediscover
Milan’s points of strength, such as fashion de-
sign, the game explores the life of four of the
most important italian fashion designers, all
of which are strictly connected to the city. The
designers are Giorgio Armani, Gianfranco Fer-
ré, Gianni Versace and Miuccia Prada.
Each player will follow his character’s route.
The route is divided into 4 main locations, all
of which are mandatory if the player wants to
finish the game. They have to be reached in
the right order and they are strictly connected
to the designers’ stories. At each main loca-
tion the player will find information about his
character and its link with the geographical lo-
cation, as well as an indication on where to go
next. In the proximities of the location there will
also be an object to collect, that will grant the
player access to the next location. To collect
the items, players will have to take a picture.
Between the main locations there are three
optional spots where the player, should he
decide to do so, will be asked questions about
his character in order to gain extra points and
objects.
At the end of the game players will all be reu-
nited at a common location, nearby Expo 2015
main quarters, and they will discover who the
winner is. They are also invited to share all of
the information they gathered during their ga-
ming experience with all the other players.
Milano
FASHION
STORY
8. A project by LINK
Miuccia
Prada
Giorgio
Armani
Gianfranco
Ferrè
Gianni
Versace
FASHION DESIGNERS
Miuccia
Prada
Giorgio
Armani
Gianfranco
Ferrè
Gianni
Versace
Miuccia
Prada
Giorgio
Armani
Gianfranco
Ferrè
Gianni
Versace
The fashion designers that were chosen as
characters for the game all have in common a
strong connection to the city of Milan (either
because they were born in it themselves, or
because of their career)
9. A project by LINK
FASHION DESIGNERS
For each designer, a characteristic element
was chosen in order to give the team players
an element to recognize themselves. These
elements are not linked to the brands. They
are something strongly linked to the fashion
designers as persons.
Each element will be printed and reproduced
on paper and the players will wear it.
10. A project by LINK
FASHION DESIGNERS
Each team is also differentiated by the use of
a different colour.
11. A project by LINK
FASHION DESIGNERS
team
PRADA
team
ARMANI
team
VERSACE
team
FERRÈ
Miuccia Prada (Miuccia Prada Bianchi;
Milan, 10th May 1948) is an italian fa-
shion designer and entrepeneur.
The yougest daughter of Mario pra-
da, she guided and transformed Pra-
da into one of the most succesfull fa-
shion brands of the entire world. Time
Magazine considers her the second
most powerful woman in Fashion as
well as one of the twenty most rich fa-
shion-entrepeneurs. She’s also the 3rd
richest person in Italy and the 78th ri-
chest person in the world.
Giorgio Armani (Piacenza, 11th July
1934) is an italian fashion designer and
entrepeneur. He’s the 4th richest man
in Italy and the 131st richest one in the
world. He represents elegance. Outside
the world of fashion, he was involved in
interior decoration and architecture.
Milan’s basketball team is named after
him.
Gianfranco Ferré (Legnano, 15th august
1944 – Milan, 17th June 2007) was
an italian fashon designer, among the
most kown of all of Italy.
Impeccable in every project, he brought
italian fashion design to a new fame la-
vel in the world. he started as a low-le-
vel jewelry designer and became one of
world’s greatest fashion stars.
Gianni Versace (Reggio Calabria, 2nd
December 1946 – Miami Beach, 15th
July 1997) was an italian fashion de-
signer and entrepeneur. versace is for
certain a very well known and recogni-
zable brand in the entire world, and this
is to be attributed to the work of Gian-
ni, that starting as a simple tailor in his
mother’s shop, was able to became one
of the best fashion designers ever exi-
sted.
12. A project by LINK
DUOMO EXPO
ROUTE
Each of the four teams has its own route to
follow, based on its character life and career.
But all of the teams start and end in the same
place (piazza Duomo as the starting point
and piazzale Cordusio as the ending one) and
share locations for non-mandatory tasks.
13. A project by LINK
ROUTE
Each team will have to go through four main
locations before being able to finish the game.
These locations are mandatory and have to
be visited in a predetermined order, suggested
to the player step by step.
DUOMO EXPO
14. A project by LINK
ROUTE
Each team will have to go through four main
locations before being able to finish the game.
These locations are mandatory and have to
be visited in a predetermined order, suggested
to the player step by step.
Visiting these location will give the player
knowledge about the designer’s story and
the place he’s visiting, and will also award him
with points and objects. Each of these objects
is necessary in order to gain access to the
next mandatory location.
Manichino Macchina da cucireCartamodelloAgo e filo
DUOMO EXPO
15. A project by LINK
Manichino
Fragranza
Macchina da cucireCartamodello
Metro
Ago e filo
Stoffa
ROUTE
Each team will have to go through four main
locations before being able to finish the game.
These locations are mandatory and have to
be visited in a predetermined order, suggested
to the player step by step.
Visiting these location will give the player
knowledge about the designer’s story and
the place he’s visiting, and will also award him
with points and objects. Each of these objects
is necessary in order to gain access to the
next mandatory location.
In addition to the mandatory locations, the
players will have the choice to visit some
extra-locations where, after answering
correctly to a question about the designer or
its brand, they will be awarded a few extra
points and an object.
DUOMO EXPO
17. A project by LINK
ROUTE
MAIN LOCATIONS
The main locations let the player discover the
history of the designer and of its brand, all in
relation to Milan’s territory.
At the beginning of the game the players
will be given the address of the location they
have to visit first. They will gather the rest of
the addresses one at a time by visiting the
locations.
They will only be able to complete the game
if they will follow the correct order of the
locations, collecting the objects necessary to
unlock the next step.
18. A project by LINK
ROUTE
MAIN LOCATIONS
The main locations let the player discover the
history of the designer and of its brand, all in
relation to Milan’s territory.
At the beginning of the game the players
will be given the address of the location thei
have to visit first. They will gather the rest of
the addresses one at a time by visiting the
locations.
They will only be able to complete the game
if they will follow the correct order of the
locations, collecting the objects necessary to
unlock the next step.
19. A project by LINK
ROUTE
MAIN LOCATIONS
The main locations let the player discover the
history of the designer and of its brand, all in
relation to Milan’s territory.
At the beginning of the game the players
will be given the address of the location thei
have to visit first. They will gather the rest of
the addresses one at a time by visiting the
locations.
They will only be able to complete the game
if they will follow the correct order of the
locations, collecting the objects necessary to
unlock the next step.
20. A project by LINK
ROUTE
MAIN LOCATIONS
The main locations let the player discover the
history of the designer and of its brand, all in
relation to Milan’s territory.
At the beginning of the game the players
will be given the address of the location thei
have to visit first. They will gather the rest of
the addresses one at a time by visiting the
locations.
They will only be able to complete the game
if they will follow the correct order of the
locations, collecting the objects necessary to
unlock the next step.
21. A project by LINK
ROUTE
MAIN LOCATIONS
When a player approaches a location he
will find two spots to pass by: the first
one contains information about the place
he is visiting and its link with the fashion
designer. The second one will unlock an object
necessary in order to visit the next location.
Before unlocking the object, the player will
also have to take a picture, as proof of his
passage.
22. A project by LINK
ROUTE
NON-MANDATORY LOCATIONS
These locations are strategically placed in
areas that will lead players to come across
each other and trigger a virtual battle.
They consist in quiz-style questions about the
fashion designer or its brand, and will award
some extra points and an extra object.
Even if the player gets the answer wrong,
he will be awarded with an object and, most
importantly, with information about the
question he was just asked.
23. A project by LINK
ROUTE
NON-MANDATORY LOCATIONS
These locations are strategically placed in
areas that will lead players to come across
each other and trigger a virtual battle.
They consist in quiz-style questions about the
fashion designer or its brand, and will award
some extra points and an extra object.
Even if the player gets the answer wrong,
he will be awarded with an object and, most
importantly, with information about the
question he was just asked.
24. A project by LINK
ROUTE
NON-MANDATORY LOCATIONS
These locations are strategically placed in
areas that will lead players to come across
each other and trigger a virtual battle.
They consist in quiz-style questions about the
fashion designer or its brand, and will award
some extra points and an extra object.
Even if the player gets the answer wrong,
he will be awarded with an object and, most
importantly, with information about the
question he was just asked.
25. A project by LINK
ROUTE
NON-MANDATORY LOCATIONS
These locations are strategically placed in
areas that will lead players to come across
each other and trigger a virtual battle.
They consist in quiz-style questions about the
fashion designer or its brand, and will award
some extra points and an extra object.
Even if the player gets the answer wrong,
he will be awarded with an object and, most
importantly, with information about the
question he was just asked.
26. A project by LINK
ROUTE
NON-MANDATORY LOCATIONS
These locations are strategically placed in
areas that will lead players to come across
each other and trigger a virtual battle.
They consist in quiz-style questions about the
fashion designer or its brand, and will award
some extra points and an extra object.
Even if the player gets the answer wrong,
he will be awarded with an object and, most
importantly, with information about the
question he was just asked.
27. A project by LINK
MIUCCIA PRADA
GIANFRANCO FERRÈ
GIORGIO ARMANI
GIANNI VERSACE
Miuccia Prada and costume designer
Catherine Martin collaborated to create the
costumes of a famous book-inspired book,
which one?
-Marie Antoinette
-The Great Gatsby
-Oz the Great and Powerful
Which of these random facts about
Gianfranco is true?
-He only drank mineral water
-He never got his driving license
-He loved dogs and alway carried around six
pugs, wherever he went
Remix is a record by pop artist Madonna.
Armani was inspired by it to create one
product. Which one?
-a babydoll
-a coat
- a perfume
In October 2012 famous pop star Lady
Gaga wore the famous black dress with gold
shoulder pins, that more than twenty years
ago brought Versace and the actress who
wore it to fame. Who was that actress?
-Elisabeth Hurley
-Maryl Streep
-Sharon Stone
28. A project by LINK
PUNTEGGIO
Each right answer, visited main location or
collected skill, will give the player a certain
amount of points. Based on how many points
the player managed to get by the end of the
game, he will reach a different level.
- Visiting a main location attributes 20 points
- Collecting a skill gives 10 points
- Answering correctly to a question gives 10
points
29. A project by LINK
PUNTEGGIO
Each right answer, visited main location or
collected skill, will give the player a certain
amount of points. Based on how many points
the player managed to get by the end of the
game, he will reach a different level.
- Visiting a main location attributes 20 points
- Collecting a skill gives 10 points
- Answering correctly to a question gives 10
points
BATTLES
The strategic placement of non-mandatory
questions in areas that are to be visited by
every team, will enhance the chances for
virtual battles to happen.
30. A project by LINK
PROMOTION
The promotional campaign for the game
consists in a set of posters and flyers. There
will be two different kinds of promotional
material: the first is a poster that includes
the game logo and a brief explaination. The
second one is a set of flyers personalized for
each different designer.
Milano
FASHION
STORY
In occasione dell'Expo 2015 a Milano, ripercorri la storia
di quattro protagonisti assoluti della moda mondiale, ita-
liana, ma soprattuto milanese. Partecipando al gioco
percorrerai le tappe fondamentali della storia di quattro
grandi maestri della moda: Giorgio Armani, Gianfranco
ferré, Gianni Versace e Miuccia Prada. Scoprirai i luoghi, le
storie e le curiosità legate al tuo personaggio preferi-
to, e potrai condividere quel che hai imparato con gli
altri giocatori una volta terminato il gioco. Ad ogni
tappa percorsa otterrai delle abilità e crescerai nel
tuo personale percorso di stilista, rivivendo in prima
persona la salita al successo del tuo stilista preferito.
32. A project by LINK
PROMOTION
The promotional campaign for the game
consists in a set of posters and flyers. There
will be two different kinds of promotional
material: the first is a poster that includes
the game logo and a brief explaination. The
second one is a set of flyers personalized for
each different designer.
Milano
FASHION
STORY
In occasione dell'Expo 2015 a Milano, ripercorri la storia
di quattro protagonisti assoluti della moda mondiale, ita-
liana, ma soprattuto milanese. Partecipando al gioco
percorrerai le tappe fondamentali della storia di quattro
grandi maestri della moda: Giorgio Armani, Gianfranco
ferré, Gianni Versace e Miuccia Prada. Scoprirai i luoghi, le
storie e le curiosità legate al tuo personaggio preferito,
e potrai condividere quel che hai imparato con gli altri
giocatori una volta terminato il gioco. Ad ogni tappa
percorsa otterrai delle abilità e crescerai nel tuo perso-
nale percorso di stilista, rivivendo in prima persona la
salita al successo del tuo stilista preferito.
Milano
FASHION
STORY
scopri di più sulla vita di:
GIANNI
VERSACE
33. A project by LINK
PROMOTION
The promotional materials also include a QR
code that gives the user the chance to visit a
Facebbok page about the event, where all of
the information can be retrieved.
salita al successo del tuo stil
34. A project by LINK
PROMOTION
The promotional materials also include a QR
code that gives the user the chance to visit a
Facebbok page about the event, where all of
the information can be retrieved.
35. A project by LINK
PROMOTION
The promotional materials also include a QR
code that gives the user the chance to visit a
Facebbok page about the event, where all of
the information can be retrieved.
