“It is awesome to be able to work with Riot in both expanding its footprint in the entertainment space and in continuing to drive cultural impact.
Creating a unique experience for both the League of Legends community and a much wider audience, the first store is now open in Paris. These stores bring Piltover, the “City of Progress”, to the real world with the “Hex Expo”, a showcase of all things “Hextech” – a newly emergent fusion of elemental spirit magic and technology, limited only by the imagination of its users.Īs the stores prepare to open, interactive Augmented Reality and Interactive window displays will come online, giving passers-by a sneak-peak into the world-changing abilities of Hextech, and a deep-dive into Arcane through exclusive content, filters and interactions. Kicking off with a takeover of the Burj Khalifa, the world’s largest screen, and spotlighting Jinx’s battles with authority, her sister and herself, the League of Legends universe will spill out into the real world with retail stores scheduled to open in Paris, London, Madrid, Istanbul, Singapore and Los Angeles.
Together with London based experiential agency We Are Collider, the fully integrated campaign will feature a blend of experiential, digital, social and out-of-home activations in cities worldwide coinciding with the release dates of each episode of the new show. London – 12:00 GMT, Thursday 4th November: Riot Games has today announced the launch of a global campaign to promote the upcoming League of Legends on-screen series, Arcane.
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