Gucci Town, the virtual piazza, aims to engage with Gucci followers by allowing them to visit a collection of structures inspired by the brand’s real-world products. Users can enter Gucci competitions and create art pieces online through an in-game portal, as well as visiting exhibition spaces linked to the brand’s online concept store, Vault, for the latest product drops and collaborations.
The virtual realm also includes a Gucci shop with freshly launched, archive-inspired items, as well as Power-up Place, a “café,” where users may purchase Gucci products and communicate with other users across the world. Visitors that interact with the town’s activities will also receive GG Gems, an in-game currency that can be used to purchase power-ups or virtual products.
Welcome to #GucciTown on @Roblox. The House's ongoing experience is now live on the global platform for shared experiences. Discover more https://t.co/ay4G57B13e #AlessandroMichele pic.twitter.com/nsAR0XYVt8
— gucci (@gucci) May 27, 2022
“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 spokesperson from GUCCI.
It comes as the luxury house continues to explore new possibilities in the metaverse, with much of this new space being created in collaboration with Roblox.
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The new feature follows on from Gucci’s previous activations in Roblox, including Gucci Garden in May 2021. It comes as the luxury house continues to explore new possibilities in the metaverse, with much of this new space being created in collaboration with Roblox.