Last year, the luxury fashion brand Gucci opened its virtual garden on Roblox, but evidently assessed that they deserved something bigger and more permanent, so they established – their own city. Or, as described by the company, Gucci Town is their permanent virtual space on that popular gaming platform.
In it, users will be able to find several mini-games, treat avatars to coffee in the Gucci café, and indulge in Gucci pieces in several luxury virtual stores. Additionally, users, or their avatars, will be able to showcase their artistic works in the city’s creative corner – Creative Corner and explore an exhibition space called Vault Plaza. There, they will be able to collect codes for physical purchases of Gucci products.
Virtual inspiration
– During the creation of a specific experience, our starting point has always been the community – said Gucci’s head of new business Nicolas Oudinot to The Verge, adding that they envision how the future development of the brand will be the result of an open dialogue between the brand and users, visitors of the virtual city.
As planned, content creators and talents from the Roblox community will be able to contribute to the further development of the brand, creating an ecosystem of new ideas and visual stimuli that will evolve alongside the vision of creative director Alessandro Michele.
In addition to establishing its virtual city, Gucci, in collaboration with Faceit and the World Health Organization, launched a global gaming academy, which is the first of its kind involving a luxury fashion brand. In any case, judging by recent projects, Gucci has high expectations and ambitions when it comes to the development of the metaverse.
