Gucci builds a virtual town in Roblox

This marks the luxury label’s fifth collaboration with Roblox.
May 30, 2022 - Cynthia Chung

Italian luxury fashion label Gucci has launched a ‘persistent digital space’ on Roblox dubbed Gucci Town after landing in the Metaverse with its more short-lived experience - surreal Gucci Garden last year.

The more permanent digital space Gucci Town features a central garden that connects together other areas in the game, including an area for min-games, a cafe and a virtual store where players can buy Gucci wearables, made with Roblox’s new ‘layered clothing’ tech, for their Roblox avatars. The town also has a ‘Creative corner’ where players can view the works of visiting artists and curate their own art as well as an exhibition area called ‘Vault Plaza’, where players can enjoy a selection of vintage Gucci pieces and of other labels.

‘The starting point when designing the experience has always been the community,’  Gucci’s EVP of new businesses Nicolas Oudinot said in an interview with The Verge. ‘True to this, we envision the future developments as an open dialogue between Gucci and the recurring visitors. Emerging content creators and talents from the Roblox community will be on board, while we will infuse the ecosystem with new ideas and visual stimuli, as our creative messaging is forever in flux, evolving with the kaleidoscopic vision of creative director Alessandro Michele.’

Gucci Town marks the fashion label’s latest move into gaming. Earlier this week, Gucci debuted its mental health-oriented global gaming academy in partnership with leading multiplayer gaming platform Faceit and Word Health Organization. The initiative is an all-new gaming training program that aims to foster the next generation of leading gamers and support their mental health and wellbeing.


Other major fashion labels that have entered the Metaverse include Balenciaga with Fortnite, Burberry with Honor of Kings and Longchamp with Pokémon Go. 


Photo: Gucci 


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