Italian Luxury Fashion Giant Gucci Establishes Gucci Town on Roblox Metaverse Platform

Italian high-end luxury fashion house based in Florence, Italy, Gucci has introduced a permanent experience on the metaverse platform Roblox, digitising several aspects of the premium brand's services for users of the digital world.

Gucci Town, the virtual piazza, aims to engage with Gucci followers utilising the platform by enabling them to visit a succession of structures inspired by the brand's actual products. 

Through an in-game gateway, users may participate Gucci contests and create online artworks, as well as tour an exhibition area connected to the brand's online concept shop, Vault, where current product drops and collaborations are shown.

Power-up Place, a "café," is also available in the virtual universe, enabling users to buy Gucci goods and engage with the world. GG Gems, an in-game currency that can be used to buy power-ups and virtual goods, will also be granted to visitors who participate in the town's activities.

"First and foremost a community for everybody, Gucci Town is committed to people seeking the unexpected by giving an immersive location that converts Alessandro Michele's vision into a lived and performed story," the fashion company said in a press statement.

The new feature is a continuation of Gucci's past Roblox activations, notably the Gucci Garden in May 2021. It comes as the luxury house continues to go further into the metaverse and explore more possibilities, with the majority of this new area produced in collaboration with young Roblox developers.