Louis Vuitton x Netcord: pushing the limits of innovation on Discord
From 17 to 20 June, the Louis Vuitton community dived into an immersive experience set in the Fontaines Parfumees in Grasse. The second edition of Enigma, and once again mechanics never seen before on the platform.
A luxury house choosing community ground
Louis Vuitton entrusted us with the community management, moderation and development of its Discord server for over a year. Our Enigma activation extended that work as a one-off operation: a storyline built around the house's fragrance heritage, played over four days by a community of several thousand members.
What we put in place
Game design and narrative
Ideation of the collaborative mechanics with the Louis Vuitton teams, writing the storyline and building the day-by-day progression.
Technical development
Immersive experience, interactive sequences and bespoke automation, built specifically for this activation.
Two competing guilds
Members split between Crafters and Makers, each guild with its own mini-games and its own clues towards the final riddle.
Continuous management and moderation
Daily presence to maximise connections between members and keep the space safe, throughout the experience.
What it produced
New members recruited and immediately activated, a sharp rise in server activity, and an experience built around the house's history and products rather than around an advertising message.
A project on this scale?
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