World Footwear

Companies

Gucci unveils permanent Roblox residency

Jun 2, 2022 Italy
Gucci unveils permanent Roblox residency
The luxury house is expanding its presence on the virtual gaming platform through the immersive experience Gucci Town that contains digitized elements of the brand’s real-world offerings
Gucci Town intends to provide users with a shared opportunity to interact with Gucci house codes as well as discover the vision of its creative director, Alessandro Michele: "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", said the brand. The digital town, which is organized around a central piazza in the shape of Gucci’s double G logo, features everything from a digital boutique to a café, the Power-Up Place, where fans can hang out.

Through an in-game portal, players can enter competitions, create art pieces online and explore an exhibition space linked to the brand’s online concept store, Vault, where recent product drops and collaborations are on display. Next to the Vault is the Gucci shop, the boutique where users can purchase collectable digital Gucci items or outfits for their Roblox avatars. GG Gems, an in-experience currency that can be used to purchase power-ups or virtual items, will be awarded to visitors that increasingly interact with the community.

This new experience follows several temporary activations in Roblox, including the Gucci Garden in May 2021, which enabled the Italian fashion house to build its audience on the platform and merge both fan bases. It also signalizes that Gucci is putting down roots in the metaverse and continues to explore new possibilities.


Image Credits: theverge.com


Related Events

  • Jun
    11
    Jun 11-Jun 14, 2024 | Florence, Italy

    Pitti Immagine Uomo

  • Jun
    15
    Jun 15-Jun 18, 2024 | Riva del Garda, Italy

    Gardabags

  • Jun
    15
    Jun 15-Jun 18, 2024 | Riva del Garda, Italy

    Expo Riva Schuh

  • Jun
    15
    Jun 15-Jun 17, 2024 | Milan, Italy

    White Milano Resort

Related Organizations

  • ARSUTORIA School

    ARSUTORIA School

    Italy
  • ICEC - Institute of Quality Certification for the Leather Sector

    ICEC - Institute of Quality Certification for the Leather Sector

    Italy
  • Craftsmanship School in Florence (Schola)

    Craftsmanship School in Florence (Schola)

    Italy
  • AICC - Italian Leather Chemists' Association

    AICC - Italian Leather Chemists' Association

    Italy