Kanye West made a virtual experience called “Only One” in 2016 in an effort to dangle a toe in the video game industry, drawing inspiration from his late mother and a Paul McCartney-assisted song that had just been released. The public was never able to experience it, but six years later, the creative genius and Demna have finally unveiled a brand-new virtual game to go along with the debut of a new YEEZY GAP ENGINEERED BY BALENCIAGA in-store collection.
The two prominent creatives created virtual rendered avatars for this new project that are fully decked out in the stylish pieces from the collection. Users can select a male or female avatar and then change the skin tone to suit their preferences in the game. You can then choose the clothes of your choice by hand from that point on. As your figure navigates around the skies, the goal of the game is to gather as many doves as you can.
The objective of the video game is to collect as many doves as you can while your avatar flies through the sky. Wearing Yeezy Gap Engineered by Balenciaga of course.https://t.co/4Ts9jSitUj
— Input (@inputmag) July 22, 2022
By selecting their gender, changing their skin tone, and selecting Yeezy Gap Engineered by Balenciaga products to style, players of the game can alter the appearance of their digitally rendered avatars. The interaction will probably encourage visitors to buy some of the clothes in person or, alternatively, provide a window into Ye’s long career as his ex-wife Kim Kardashian’s ex-stylist.
YEEZY GAP VIDEO GAME BEING PLAYED IN TIMES SQUARE pic.twitter.com/DiJ8XBILOh
— YEEZY GAP (@YEEZYXGAPGLOBAL) July 21, 2022
While your virtual self flies across the skies, the game’s goal is to gather as many doves as you can. There is currently no prize other than bragging rights for winning, but you may play the game for free by scanning a QR code on the Yeezy Gap website.
The launch coincided with the debut of the Yeezy Gap Engineered by Balenciaga line at Gap Times Square on Thursday. Other Gap stores should start receiving the line soon. Gap struck a 10-year deal with Ye (formerly known as Kanye West) to create the Yeezy Gap line in June 2020. Most recently, in January, it announced a partnership with Balenciaga. The first release from the collaboration is now available globally for purchase on Yeezygap, Balenciaga.com, as well as Balenciaga’s online partners, Farfetch, Mytheresa, and Luisaviaroma.
Images: Yeezy Gap website
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