gucci immerses roblox players into its metaverse town

gucci town opens its virtual doors on Roblox

Following the surreal ‘Gucci Garden’, the Italian luxury brand re-enters the virtual world on the Roblox platform with a new metaverse experience. Dubbed ‘Gucci Town’, the new virtual destination invites gamers to participate in a series of activities and tours, while giving them a glimpse at the company’s latest virtual fashion accessories.

Organized around a central plaza and taking the shape of the double G brand’s logo, the virtual neighborhood is a place to discover more about ‘the Maison and its tradition, guided by Alessandro Michele’s kaleidoscopic vision’ while inviting fans of the Italian brand to meet and interact.

all images by Gucci unless stated otherwise

a permanent virtual experience for the brand’s enthusiasts

Through ‘Gucci Town’, the luxury brand has opened its doors to the virtual world on the Roblox gaming platform. The digital neighborhood features vivid gardens including a virtual café and boutique where fans can purchase clothing to dress up their Roblox avatars. There is also a virtual portal that guides them to mini-games and art exhibitions where they can explore the Vault Plaza and look into some of the brand’s latest product drops and collaborations.

Apart from shopping, one can also create online art pieces using floral patterns and vibrant colors or even hang out with other community members in the Power-up Place. Meanwhile, through the metaverse experience in the Gucci town, consumers can gain GG Gems, an in-game currency for power-ups or digital objects. ‘Updated regularly, each place offers an immersive experience that translates Alessandro Michele’s vision into a lived and played narrative.’