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Gucci launches a permanent presence in the metaverse with Roblox

Gucci is making its presence inside of Roblox, a metaverse and gaming platform, a little more permanent. The fashion brand previously collaborated with the virtual world… View Article

FASHION

Gucci launches a permanent presence in the metaverse with Roblox

Gucci is making its presence inside of Roblox, a metaverse and gaming platform, a little more permanent.

The fashion brand previously collaborated with the virtual world for more short-lived experiences, like the surreal Gucci Garden from last year, and is now releasing a permanent space called Gucci Town.

Gucci Town on Roblox is centred around a circular virtual piazza surrounded by various buildings and spaces that encourage interactivity. This offers a first look at how Gucci Vault — the business unit that houses its Web3 efforts in addition to sales of vintage Gucci and products from independent brands — will be interpreted in the metaverse.

The space features a central garden that links together various areas, including a space for mini-games, a cafe, and a virtual store where players can, of course, purchase virtual Gucci gear for their Roblox avatar.

Gucci says that more than 20 million players visited the garden last year, despite it only being available for two weeks, and it expects the new space to steadily evolve over time.

Other brands on Roblox include Puma, Clarkes, Tommy Hilfiger and Nike.

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