It’s virtual, it’s shoppable, it’s interactive…okay, the Kill the Night comic book by 3.1 Phillip Lim is everything. Everyone might have thought it was cool when he launched a print version, announced a corresponding app, and gave out paper copies of the comic to Fashion’s Night Out attendees, but the new, virtual version is even better.
If your afternoon is flagging, go check it out. At ten pages Kill the Night is a quick read; it’s the “explore” function that’ll extend your stay. Heavy on the visuals, pop-ups scattered throughout the book lead to the brand’s Pinterest page or to other parts of the Web site (there’s that link between editorial content and online retail!). Some just offer cutely creative insight into the the comic’s characters.
As you may recall, Valentino recently launched a similarly appealing, interactive microsite to celebrate the launch of a new fragrance, Valentina. Is this a trend? We hope so, because these brand playtime endeavors are really well thought out. If retailers keep it up with the online stories and games, we’re never going to be bored on the internet again.