Gucci, the renowned Italian fashion house, is once again making waves in the digital world with the launch of its virtual city on the popular online game Roblox. This exciting project, known as Gucci Town, serves two main purposes: to introduce players to the brand’s universe and to foster a sense of community through interactive features.
Gucci Town offers an immersive space centered around a central garden, which acts as a gateway to various themed areas. On one side, players can explore a virtual hill with mini-games that allow them to earn points in the form of an endemic currency called GG Gems. On the other side, there are exhibition spaces like Vault Plaza, Selfie Street, and Creative Corner, where digital artworks created by invited artists and players themselves are showcased.
Additionally, Gucci Town features a Gucci Café, where visitors can engage in conversations, and a shop where they can purchase clothing, objects, and accessories for their avatars. Notably, the shop includes three limited editions of the Blondie Bag, adding an exclusivity factor for players.
The Gucci Town community is growing steadily, with over 7,300 members currently participating in this virtual world. Gucci plans to regularly update and expand the virtual city, ensuring a dynamic and evolving experience for its users.
This move by Gucci aligns with its overarching gaming strategy. The brand first entered Roblox last year with a virtual extension of its Archetypes exhibition, which garnered impressive numbers, attracting over 20 million players within 15 days. The popularity of the virtual Dionysus bag, which sold for a higher price than its physical counterpart, demonstrated the investment potential of these digital items.
Gucci further engaged with the gaming community by hosting a 10-day festival on Roblox earlier this year featuring Italian artist Achille Lauro. These initiatives highlight Gucci’s commitment to the Web3 world and its desire to connect with younger generations of consumers through gaming platforms.
Roblox itself boasts an impressive user base, with over 54.1 million active players daily in the first quarter of 2022, according to reports. A majority of these players, 67%, are under the age of 16, with 25% falling below the age of 9. Gucci’s presence on Roblox allows the brand to tap into this large and engaged audience.
Looking ahead, Gucci has plans to explore other gaming platforms, and it is set to open its virtual terrain on The Sandbox in the latter half of 2022. These strategic moves demonstrate Gucci’s commitment to embracing the digital landscape and connecting with consumers in innovative and immersive ways.
For more information about Gucci’s virtual city on Roblox, visit the official Gucci website and the Roblox website.
Useful links:
– Gucci Official Website
– Roblox Official Website
