Gucci Dive Into The Immersive World Of Roblox

It was only this time last year that Gucci released their very own virtual world on Roblox, which significantly built their audience on the platform which saw both fan bases merge. This year, following a series of ephemeral projects on the global online platform (and following up from the Webby Award-winning Gucci Garden), Alessandro Michele's Gucci have now established the permanent digital space Gucci Town for both (ever-growing) communities. With opportunities to interact with Gucci house codes as well as discover the 'kaleidoscopic vision' of Michele and connect with like-minded individuals from all over the world, what's not to love about the brand's new Gucci Town universe.

Home to a broad range of activities that will evolve through time, visitors walking from the central piazza to Mini Game Heights will find a portal transporting them to an arena of Gucci-inspired competitions, including Tile Takeover and Rising Tides. Heading into Creative Corner, they can create art pieces experimenting with patterns, colours and shapes - later being joined by visiting artists showcasing their works.

The virtual Vault Plaza will also feature an exhibition space as well as some of Gucci's latest product drops and collaborations. Next to the Vault Plaza is the Gucci shop - a boutique where visitors can purchase collectable digital Gucci items or outfits for their Roblox avatars. Michele-designed, archive-inspired Gucci Blondie bags sit next to other limited-edition collectables in the space - made to be a place of exploration and total inspiration.

Gucci's digital fashion items also align with Robox's new 'Layered Clothing' tool, which creates hyper-realistic 3D garments that fit any avatar body type, meaning an endless minefield for self-expression. However, if you feel slightly overwhelmed at any point by all that Gucci and Roblox are offering, you can also take a break in the virtual cafe Power-up Place. Once well-rested, players can get back to it, where they will also be rewarded with GG Gems, the in-experience currency they can use to purchase power-ups as well as virtual Gucci items.

An extension of the house's journey into the metaverse, Gucci Town maps out new territory to build meaningful experiences. 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', one that discriminates against no one and is accessible any time, anywhere.