Gucci Is The Latest Fashion Brand To Make Grand Entrance Into Roblox

Cementing its metaverse presence, Italian fashion house, Gucci has launched a new Gucci Town in Roblox. The “persistent digital space” will serve as an interactive hub with mini-games, a virtual store, and even a café. The initiative comes on the heels of several other metaverse experiences from the brand, including a Gucci Garden which it launched last year. So 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. Users can play mini-games, go to a cafe, or purchase Gucci apparel from a virtual store for their avatars. Apparently, virtual garments are made using Roblox’s new “layered clothing” tech.

Some of the Gucci-inspired games at Mini Game Heights include Tile Takeover and Flashlight Tag. Alternatively, players can also visit Creative Corner to enjoy the works of visiting artists. What’s more, they can even make their own art here. Besides, at the exhibition space called Vault Plaza, players can discover a curation of vintage Gucci items 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. As Gucci expands its metaverse presence, we can likely expect more brands to follow suit.