To promote the project, a global contest will be launched, with cash prizes awarded to the top 30 players.
Play it here now.
Aeon
Last year, EON announced a partnership with Balenciaga to launch an industry-first tech-enabled merchandise series featuring an exclusive media experience for Balenciaga customers, giving them access to custom-produced music by London-based trip-hop group Archive.
The song, titled “Patterns,” was composed specifically for Balenciaga Music and is not available anywhere else or through any other channel.
According to a press release, “This launch marks the beginning of a new era where fashion products are no longer simply physical assets, but gateways to multimedia experiences that allow customers to connect directly with brands and creators.”
To listen to the song, Balenciaga customers tapped their smartphones on NFC chips embedded in Balenciaga Music I Archive merchandise, activation made possible by the same kind of security technology the brand uses to track and authenticate its products.
“We are thrilled to partner with Balenciaga to deliver an industry-first experience that directly and exclusively connects physical products with the creative inspiration of the art and music behind them,” said Natasha Frank, Founder and CEO of EON.
“This collection highlights the endless possibilities that EON Product Cloud has for brands to leverage their products, going beyond product traceability to transforming them into a new media channel that allows brands to drive multiple transactions through a single product.”
EON created and managed the link between each physical product and its digital twin in the cloud, and built and hosted the web experience that allows Balenciaga customers to access songs from the Balenciaga Music I Archive.
EON also provided full translation support into English, French and Chinese. The Balenciaga Music I archive merchandise series, including t-shirts and hoodies, was sold in Balenciaga stores and on its website.
