Now, Gucci and Vans are expanding their collaboration beyond the physical world and entering the virtual realm of Roblox. The two brands have joined forces to create a unique project that brings together Gucci Town and Vans World, giving users a chance to explore both worlds in one interconnected experience. This online tourism-inspired project allows visitors of Gucci Town within the Roblox game to access the Vans World universe through a network of portals.
During this limited-time event until May 13th, users can embark on a treasure hunt-like adventure, where they collect accessories and fabrics to win exclusive rewards such as sneakers and a backpack to customize their avatars. This blend of gamification and storytelling provides an immersive and engaging experience for players, encouraging them to explore and discover the hidden treasures in both virtual worlds.
This initiative follows the footsteps of Gucci’s recent project, Gucci Continuum, which focuses on circular fashion and collaborations with various brands and artists. In this project, Vans, along with ten other names, revamped five of its shoe models using fabrics and rivets from Gucci’s surplus materials. The collaboration between Gucci and Vans goes beyond the virtual realm and extends into the physical world, showcasing the innovative and creative possibilities that can arise from strategic partnerships.
Gucci’s entry into the virtual world of Roblox is a strategic move for the luxury house, considering the platform’s massive user base. Roblox had over 56 million daily users in 2022, representing a 23% increase from the previous year. By joining forces with Roblox, Gucci gained significant visibility among gaming communities, particularly with younger generations who are actively engaged in the virtual gaming world.
In addition to its presence in Roblox, Gucci is also actively involved in other virtual platforms and emerging technologies. The fashion house is present in the game The Sandbox and has recently ventured into NFT collaborations, embracing the digital art space. Additionally, Gucci has shown its commitment to the esports industry by launching its Gaming Academy and producing a mini-series dedicated to the subject earlier this year. These strategic moves further solidify Gucci’s position as a forward-thinking brand that explores new avenues to engage with its audience and stay relevant in an ever-evolving digital landscape.
Useful Links:
1. Gucci Official Website
2. Vans Official Website
