Balenciaga Launches Educational AR Farming Game on WeChat
In celebration of the upcoming 520 Festival in China, Balenciaga launched a new AR farming game on WeChat designed to raise awareness about sustainable farming, extending love to the beautiful planet we live on in a fun and educational way.
The Balenciaga Regenerative Agricultural Experience uses AR technology to educate users on the proper techniques for improving soil health, including intercropping, crop rotation, agricultural waste, and composting. The experience begins by selecting a farmer using your smartphone device. Then you’ll then guide your digital companion toward virtual landmarks located throughout your real-world environment while planting virtual crops.
The Balenciaga 520 collection is dedicated to this day of love by evoking genuine care and empathy for the environment and conveying Balenciaga's mission to achieve environmental sustainability. Through AR games, Balenciaga has found an innovative way to engage Chinese consumers while informing them about the brand's agricultural strategy.
In addition to the educational AR experience, the luxury fashion house is also investing in other technologies vital to maintaining a healthy ecosystem. At the same time, the brand's parent company, Kering Group's Nature Fund for Regenerative Agriculture, has supported a series of projects aimed at promoting the transformation of millions of hectares of farms and ranches into regenerative ecological agriculture.
