Gucci unveils Gucci Town, a Roblox piazza. The project Gucci Town is a permanent destination that expresses Alessando Michele’s vision. Gucci Garden opens in May 2021.
The company’s first fully immersive experience built on Roblox Gucci Garden was presented to the public in May of 2021. The virtual Archetypes exhibition in Florence was open for visitors to explore for a period of two weeks. It was able to build a sense of community around the brand on Roblox, thanks to our partnership with up-and-coming content creators, and Gucci’s virtual goods instantly became signifiers of belonging to a group of users who had shared values. This contributed to the success of the experience, which garnered 20 million visitors and was recently honored with a Webby Award.
In Gucci Town, there are always exciting new developments taking place
Through a portal that is situated between the central piazza and Mini Game Heights, guests will have access to Gucci-themed games such as Tile Takeover and Flashlight Tag. Other games in this theme include Mini Game Heights. In the Creative Corner, they have the opportunity to view the work of a different guest artist each time they visit in order to gain ideas for their own projects.
The virtual Vault Plaza will feature an exhibition inspired by Vault, the house’s experimental concept store. It will showcase Gucci’s latest product drops and collaborations on Roblox. Around the corner is the Gucci Shop, a boutique where visitors can buy digital Gucci items to collect or outfit Roblox avatars, including Michele’s new archive-inspired Gucci Blondie bags. Roblox “Layered Clothing” technology is used to create hyper-realistic 3D garments that fit any avatar body type.
This marks the fifth time that Gucci has worked with Roblox. The first thing she did was place orders for virtual items with cSapphire and Rook Vanguard. Gucci Garden will be open for two weeks in May 2021, and Achille Lauro Superstar, as well as a collaboration with the British Fashion Council on The Fashion Awards, are all upcoming projects.