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.
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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