Meet ‘Gucci Town,’ Gucci’s Latest Metaverse Collab


| LAST UPDATE 05/31/2022

By Zuzanna Krause
gucci town metaverse collection
Vittorio Zunino Celotto / Staff via Getty Images

Gucci has entered the Metaverse (again)! The high fashion brand has left the universe and officially joined the Metaverse with its latest Roblox collaboration. Gucci and Roblox have teamed up to create Gucci Town, an online community that is described as a new "gathering place" for those interested in the Metaverse (and Gucci). Here's what's going down in this online universe...

Ever wonder what happens when you mix an Italian high-end fashion house with a virtual platform where just about anything seems possible? Gucci Town. Roblox is a global online platform that allows users to create and program games for themselves and play games created by others. This ultimate virtual Metaverse feels like the perfect place for Gucci to explore its endless possibilities in a completely different way. According to Roblox, Gucci Town is a "persistent digital space" for users to explore their own individualities and embrace "the codes" of the Italian brand.

Alessandro Michele Gucci Town
Daniele Venturelli/Getty Images for Gucci
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Upon visiting Gucci Town, visitors can "create, connect, and collect" in a place where members can "play mini-games, view and create art, and buy digital Gucci items for their Roblox avatars." Users can participate in Gucci-referencing competitions while making their own-preferred art in the Creative Corner. The Creative Corner will also be used as a showcasing opportunity for visiting and returning artists. Those visiting Gucci Town will be given access to the virtual Vault Plaza, an experimental concept store visioned by Gucci's very own creative director, Alessandro Michele. Users are able to purchase digital pieces from the Gucci Shop, such as Gucci Blondie bags and more.

This is not the first time Roblox and Gucci have paired up for an iconic collab. In May of last year, the virtual platform and fashion label teamed up to create the Gucci Garden experience. Users were able to experience this "hypnotic" metaverse exhibition to celebrate the fashion house's 100th anniversary. In order to combine the past, present, and future of Gucci, Michele created an immersive experience for enthusiasts to experience in Florence, Italy. The physical experience transcended into the virtual experience, the Gucci Garden experience, where visitors could indulge in Michele's creativity and unique inspirations. So make sure to check out Michele's latest venture, Gucci Town.

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