As part of the event, over 30 of LaForet’s boutiques participated in a collaboration item campaign, producing apparel items and accessories in their own unique style in homage to the game. Some of the resulting items, like a colorful pop-y alien pendant from punky street brand World Wide Love, made sense. Others, like the t-shirts from gothic Lolita label H Naoto and preppy Arnold Palmer less so, but made a point of showing how far the brand of Space Invaders could be stretched. Helmet Lang even contributes a subtle tote bag to the line-up.

Lest you think the girls buying these items are actually going to hit the arcades to play, LaForet’s nail shop Ongle even has a set of Space Invaders press-ons on offer. Or maybe, I’m wrong, maybe it is possible with a little practice to play with those on.

 

 

The display does include a few game consoles in the entrance where shoppers can play an original Space Invaders meets LaForet game for free. Hanging around, I have seen everyone from kids to young couples to touring families stop to play.

The campaign works brilliantly on two levels: nostalgia for those simpler times amongst LaForet’s “older” shoppers on one hand, and on the other, what once represented the height of our computer graphic abilities now just looks cute to the generations who never suffered the likes of super pixilated graphics.

In general, the summer of 2008 has had a decidedly old school feel, in addition to the sweeping global trend of 80s revival fashion. Not just Space Invaders, but other vintage games are popular plays, particularly at retro game bars. More than a few of these have sprung up recently, decorated with decades-old game paraphernalia and frequented by not at all geeky 30-something professionals. Convenience store chain Lawson released a snack food line-up featuring retro items in their original package design from the 70s and 80s while 7/11 and select store Beams teamed up to offer stationary goods circa 1980 (like classic glue sticks). Lemonade was the hit soft drink flavor of the summer, even at Starbucks style coffee shops targeting grown ups.

30 may not be a special anniversary for goods or services (25 or 50 years is typically more noteworthy), but for people, particularly those of us self-conscious urban creatures at or nearing it, the number has a profound ring. One that is apparently ripe for the marketing of nostalgia; and I have to admit that, even as someone who pays attention to the marketing powers that be, the appeal of these retro, old school items are hard to resist!