Parisian brand Christofle reinvents luxury with gaming wearables to resonate with Gen Z

Parisian silversmith maison Christofle, which is part of Chalhoub Group, has launched an innovative collection of gaming wearables in partnership with Prince, a fashion brand by Boltable Studios which designs virtual fashion and experiences in Roblox and has sold over 24 million items on the platform.

The Christofle X PRINCE wearables are now live on Roblox featuring 58 item variations including three limited edition items. The collection sold over 700 items within the first 24 hours of going live and Christofle promoted the launch with a free to claim limited edition that sold out in 1 second. The collection is sold exclusively on Roblox and is also being showcased at the Liberty Airport game experience inside Christofle’s custom A380 aircraft.

Recognising the significance of capturing the attention and loyalty of the Gen Z demographic Christofle is establishing brand engagement by embracing the concept of ‘art on the table’ through a striking and contemporary method.

“After launching a Christofle NFT in May 2022 offering a game on The Sandbox season 3 giving the possibility to pay in crypto currency on Christofle.com we continue to explore new opportunities for Christofle to engage younger generations. Innovation and inclusion are at the heart of Christofle’s values. What better way to reach out and engage with a diverse community. It’s a new way of expressing Christofle’s codes and DNA, and we worked with the Boltable studio with the aim of being creative and relevant,” said Emilie Metge, CEO (President) of Christofle.

With its entry into the metaverse in 2022 with its iconic MOOD collection Christofle became the first luxury tableware brand globally to enter the Web 3.0 space and now continues its innovation journey with its exclusive Roblox wearables.