Cementing its metaverse presence, Italian fashion house, Gucci has launched a new Gucci Town in Roblox. This “persistent digital area” will be an interactive hub that includes mini-games and a virtual shop. It also has a cafe. This initiative follows several other metaverse experiences by the brand, such as the Gucci Garden that it launched last year. What is the Gucci Town in Roblox?
What is the Gucci Town in Roblox?
Gucci Town in Roblox features a central garden that connects to other locations in the town. You can play mini-games and visit a cafe. Or, you can purchase Gucci apparel in a virtual shop for your avatars. Roblox’s “layered clothing” technology is used to create virtual garments.
Some of the Gucci-inspired games at Mini Game Heights include Tile Takeover and Flashlight Tag. Players can also visit Creative Corner and view the work of visiting artists. You can also make your own art here. Vault Plaza is an exhibition where players can see a selection of vintage Gucci pieces as well as pieces from other brands.
“The starting point when designing the experience has always been the community,” Nicolas Oudinot, Gucci’s EVP of new businesses, told The Verge. “True to this, we envision the future developments as an open dialogue between Gucci and the recurring visitors.”
About Gucci and the metaverse
Gucci first launched a Gucci-themed immersive experience, called Gucci Garden in Roblox in May 2021. Reportedly, the space drew in more than 20 million players last year, although it was open only for two weeks.
Gucci expects its latest Gucci Town in Roblox to grow steadily over time. Gucci is expanding its metaverse presence and we can expect other brands to follow.
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