Rich in heritage and history, Louis Vuitton is one of the oldest luxury brands that are still in business today. Its founder, Louis Vuitton Malletier, was born on August 4th, 1821, in Anchay, a small town in the French Jura region. It wasn’t until he was 16 years old when his career as a craftsman for Monsieur Maréchal, a famous trunk maker of the time, launched, steering him towards extraordinary success.

As a leading international fashion house, Louis Vuitton is not only associated with a symbol of high status but it is also known for innovation and venturing into uncharted territory to stay in sync with current times. From futuristic tech accessories and watches, to casting a gaming avatar in its campaigns (such as using Final Fantasy’s heroic figure, Lightning, in its Spring/Summer 2016 advertising campaign), the brand is no stranger to the digital frontier.

With Louis Vuitton’s 200th birthday taking place this month, celebrations have kicked off globally, and one thing to be excited about is the activation of a new video game called Louis: The Game, which you can download off the App Store or on Google Play.

The game combines advanced animation, an action-packed adventure and centuries of legacy. It starts with Vivienne, the main character and Louis Vuitton’s mascot, first introduced in 2017, in a magical green forest and follows her as she travels through six imaginary worlds to reach the final birthday location.

Vivienne is a cute wooden figure with a flower-shaped head and is named after the brand’s VVN leather. In this game, you can change the skins of your Vivienne avatar; there are twelve petal designs with the brand’s signature LV monogram on them to try on, from this year’s Cruise 2021 deck of cards design to the blue tye-dye print of Summer 2020 and more.

Along the way, you must collect as many monogram candles as possible, which unlocks a postcard with an interesting fact about the Maison, spanning past collaborations, special orders, technical trivia, family history, artistic interventions or runway highlights. This lets you learn more and more about the brand. There are also collectable keys, which you will use to access each new level. 

Taking it one step further is the introduction of  30 NFTs (Non-Fungible Tokens, otherwise known as a collectable digital asset) with 10 created by the digital artist sensation known as Beeple, whose most expensive NFT, Everydays—The First 5000 Days, sold for a staggering $69 million. Mike “Beeple” Winklemann’s involvement in Louis: The Game marks his second time collaborating with the Maison. For the Women’s Spring-Summer 2019 collection, the American artist worked with Nicolas Ghesquière on exclusive prints inspired by existing artworks, in addition to creating videos for a selection of store windows worldwide.