Cover Photo: Gucci

The new Gucci Town includes a café, an exhibition space, and a digital fashion store

Gucci has opened a permanent home on the online gaming platform, Roblox.

Gucci Town, as the new virtual destination is called, is marked by a central piazza that connects to various spaces for Roblox players to discover.

At Mini Game Heights, players can try their hand at contests like Tile Takeover or Flashlight Tag. The Creative Corner lets users express themselves through digital artworks and vote on those created by a visiting artist, while the Vault Plaza will showcase the latest collaborations and products from Gucci’s real-life experimental concept store, Vault. Gucci Town even has its own café, Power-up Place, where Roblox users can hang out with their friends.

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Perhaps the most popular attraction will be the Gucci Shop, where players can purchase virtual fashion items  to dress up their avatars in Roblox’s metaverse. This includes the archive-inspired Gucci Blondie handbag, which debuted in the Italian luxury brand’s Gucci Love Parade collection for Spring/Summer 2022.

The digital fashion items offered at the Gucci Shop will be made with Roblox’s Layered Clothing technology, which results in hyperrealistic 3D garments that mimic the fit and drape of clothes in real life.

“[Gucci Town] allows us to translate Alessandro Michele’s universe in unexpected ways, adding elements to the multidisciplinary and inclusive approach the brand is now renowned for,” said Nicolas Oudinot, executive vice president of new businesses at Gucci and the CEO of Gucci Vault.

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This isn’t the brand’s first foray into Roblox, which is one of the top metaverse platforms and boasts over 200 million monthly active players. Last year, Gucci launched the Gucci Garden as a virtual counterpart to its Archetypes exhibition in Florence.

The experience, which attracted 20 million visitors during the two weeks that it ran, allowed users to shop for digital Gucci collectables. A virtual Gucci Dionysus handbag was even resold on Roblox for S$5,460—almost a thousand dollars more than the physical bag retailed for.

Gucci has good reason to make its presence permanent on Roblox. The gaming platform reported that over 5.8 billion virtual items, both free and paid, were acquired from its Avatar Marketplace in 2021. These items allow Roblox users to create a unique avatar and, ultimately, express themselves, something that Gucci has promoted fervently under the helm of Alessandro Michele.

“It is a place to reunite with like-minded individuals sharing a passion for self-expression, and to set up open dialogues between them and Gucci,” said Oudinot.

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