Luxury fashion brand Gucci has unveiled a permanent presence on the gaming platform Roblox called Gucci Town..
Expanding upon its surreal experience Gucci Garden last year, Gucci Town created by director Alessando Michele’s vision into a lived and played narrative. The town focuses on a circular virtual piazza surrounded by various buildings such as a cafe an exhibition vault showcasing some of Gucci’s latest product drops and collaborations and a virtual store where players can of course purchase virtual Gucci gear for their Roblox avatar.
Players will be able to collect an in-experience currency that can be used for power-ups or digital items, a gamification tactic that could deepen engagement with Gucci Town.
Gucci says that more than 20 million players visited their garden last year despite it only being available for two weeks, and it expects the new space to steadily evolve over time.
According to the brand “Gucci Town is a place to discover more about the House and its heritage alongside the creative vision of Alessandro Michele, as well as to express one’s own individuality and connect with like-minded individuals from all over the world.”
Roblox currently counts over 55 million daily users and has previously partnered with a number of sports and fashion brands such as fashion brand Rebecca Minkoff, Alo Yoga Gap and Clarks, to name a few.