Duane Reade is entering the world of digital gaming.
The retail chain has integrated Niantic Labs’ new mobile game Ingress, designed to blend the physical and the virtual world. The game, which can be played globally, is centered around the premise of a team of European scientists who have unearthed a mysterious energy called Exotic Matter, said to be influencing the way humans think. Players set out to either embrace that power or protect against it by joining one of two teams, The Enlightened or The Resistance.
In order to play, users acquire virtual resources at real-world locations. To that end, an Ingress logo — each with a unique code — will be located on the front window of the company’s more than 250 stores to signal the “existence of a value-added game asset” inside the outpost.
Once in the store, participants can acquire gaming assets — weapons, shields and other media objects — on their mobile devices to give them an advantage in the ongoing battle.
“Customer engagement strategy via location-based gaming has elevated to new levels, and Duane Reade understands that,” said Calvin Peters, public relations and online manager. “Strategically engaging gamification experiences that utilize location-based gaming platforms are becoming increasingly relevant as mobile concentration within the retail space continues to expand. It’s important for us to be where our consumers are, including the virtual world.”
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)