Balenciaga launches a portable console with only one game, and the rich are dying to have it

There is no doubt that video games are currently the predominant pop culture, right? They have evolved considerably since the 90s, when they were mainly seen as a children’s pastime, to become an integral element of modern pop culture. This transformation has allowed brands from various sectors, such as fashion, to venture into the gaming field. A clear example of this trend is the recent initiative by the prestigious brand Balenciaga, which has developed a video game console with a design that evokes the iconic Game Boy.

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The Whale-console

The console, although reminiscently similar to Nintendo’s handheld, dispenses with the traditional D-pad and buttons, becoming an exclusive luxury item intended only for VIP customers in China. This move not only aims to strengthen loyalty among its most select consumers but also highlights the growing relevance of the Chinese market for luxury brands. The choice of the console is based on the celebration of the Year of the Snake, a significant event in Chinese culture, and the included game is the classic Snake, which many of us remember from Nokia phones two decades ago.

The availability of these consoles is restricted to specific stores in Chinese territory, making them a highly exclusive and desired item. The finish of the machine and the presentation case suggest a careful and quality design, far from the conventional retro products that are usually marketed online.

Those who challenge Balenciaga’s high prices and manage to acquire one of these consoles might see their value in the second-hand market skyrocket. However, it is important to note that the consoles will not be available on the market, which further enhances their status as luxury and exclusivity. Ultimately, this collaboration between fashion and video games is not only a testament to cultural evolution but also an indicator of innovative marketing strategies in the luxury sector.

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