Streamcolors designed and developed the Etro Lit Videogames project, installed inside two vintage arcade cabinets entirely customized with Etro’s graphics. One arcade featured a videogame set in the desert, the other in the forest. During gameplay, players discovered the looks of the Etro Man A/W 2017-18 collection.
The installation was part of Dandy Detour, presented at Palazzo del Ghiaccio in Milan during Men’s Milan Fashion Week. The exhibition invited visitors to explore the essence of the Etro man: the Italian dandy — curious and eclectic, spontaneous yet intellectual, silent but bold — who welcomes us into his house, a monument to his life and travels, filled with memories, objects, and relics collected around the world.
The videogame adventure unfolded through two environments:
The desert, where the Giants were modelled in 3D from the desert rose stone
The forest, where the Giants took shape from forest flowers
By playing, the audience unveiled the Etro Man A/W 2017-18 collection through images and videos. The purpose of the game was to collect paisley coins, a tribute to Etro’s iconic signature pattern.
After the fashion event, the arcade cabinets were also displayed inside Etro’s press offices to present the collections to the media, and later exhibited in the Etro boutique on Via Monte Napoleone in Milan throughout the Autumn/Winter season.
