Gucci unveils permanent Roblox experience 'Gucci Town'

Following its Gucci Garden experience in May 2021, the Italian fashion house is to launch a virtual piazza in metaverse platform Roblox, digitising various elements of its offerings for the digital world’s users.

Dubbed 'Gucci Town', the virtual piazza is a permanent destination allows visitors to enter a series of buildings inspired by the house's real-world offerings.

Through an in-game portal, visitors will be transported to an arena of Gucci-inspired competitions, such as Tile Takeover or Flashlight Tag. Heading into Creative Corner, they can discover the works of a visiting artist and explore an exhibition space linked to the brand’s online concept store, Vault, where recent product drops and collaborations are on display.

The virtual piazza also includes Gucci shop, a boutique where visitors can purchase digital Gucci items to collect or to outfit Roblox avatars, as well as Power-up Place, a café where users can interact with others within the world.

In addition, an in-experience currency, GG Gems, will be awarded to visitors that interact with the town’s activities and can be used to purchase power-ups or virtual items.

Commenting on the launch, the house said in a press statement: "First and foremost a community for all, Gucci Town is dedicated to those seeking the unexpected by offering an immersive space that translates Alessandro Michele’s vision into a lived and played narrative.”

The news comes as the luxury house continues to venture deeper into the metaverse and explore more possibilities, with Gucci Town being the house's fifth collaboration with Roblox.