Gucci is making its presence in Roblox a little more permanent. The fashion brand had previously collaborated in the virtual world for shorter-lived experiences like Gucci Garden last year, and is now releasing a more permanent space called Gucci Town. This area features a central garden that connects several areas, including a zone for mini-games, a cafe, and of course a virtual store where players can purchase virtual Gucci outfits for Roblox avatars. Also, the company says the virtual outfits use Roblox’s new “layered clothing” technology.
Gucci states that although it’s only been open for two weeks, more than 20 million players visited the garden last year and expects the new site to develop steadily over time. “The starting point when designing the experience has always been the community,” Nicolas Oudinot, Gucci’s EVP of new business, told The Verge. “As such, we envision future developments as an open dialogue between Gucci and repeat visitors. Roblox The emerging content creators and talent from the community will be with us, and we will fill the ecosystem with new ideas and visual stimuli as our creative messages continue to evolve, driven by the ever-changing vision of creative director Alessandro Michele.”
While this partnership may seem odd, it’s a natural evolution for Gucci, which has been putting a lot of effort into the video game space lately. In addition to releasing Roblox experiences, the fashion company has teamed up with esports organization 100 Thieves for a backpack and Microsoft for a very expensive Xbox.
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