Gucci unveils its new game "La Famiglia: Mystery Unfolds" Now everyone can enter the world of La Famiglia characters
Presented in September 2025, the Gucci La Famiglia collection was conceived by Demna as a reinterpretation of the Brand’s codes through a series of framed portraits that depict an extended Gucci family, made up of unique personalities and distinctive aesthetics. This universe of characters now comes to life in digital form with La Famiglia: Mystery Unfolds, reaffirming how fashion stories can also be told online.
The game begins with an urgent phone call from the Countess, inviting the player to the party at her villa after the theft of her precious jewels, convinced that the culprit is hiding among the guests. Once at the villa, the player takes on the role of detective: questioning the guests, collecting clues, and unmasking the thief before the night ends becomes the objective of the game. Developed with Google Gemini, the game revolves around the cast of characters from the lookbook, allowing the audience to explore the collection’s narrative universe in a new, interactive way.
In this context, the launch of La Famiglia: Mystery Unfolds also reflects the continuous evolution of Gucci’s digital ecosystem and the Brand’s ability to interpret contemporary culture and its tools. At the same time, Gucci is gradually moving away from the simple e-commerce platform dimension to transform into a more immersive space.
The experience follows the recent debut of the Gucci Primavera landing page and its See Now, Buy Now drop, presented within a dedicated digital environment introduced for the latest runway show and designed as a navigable space where the visual universe of the show unfolds through sequential discovery, rather than through traditional page navigation.
These initiatives mark a further step in Gucci’s digital innovation journey, exploring new creative frontiers between AI, storytelling, and interactive technologies, with the goal of deepening audience engagement and rethinking the way fashion collections can be experienced online.
