Gucci’s presence in Roblox is growing more consistent. Gucci Town, a more permanent place, is the result of the fashion house’s collaboration with the virtual world for more fleeting experiences, such as last year’s fanciful Gucci Garden.

A central garden connects many zones, including a mini-game area, a cafe, and a virtual store where players can, of course, purchase virtual Gucci apparel for their Roblox character. (According to the company, the virtual ensembles take advantage of Roblox’s cutting-edge “layered clothing” technology.)

Despite the fact that the garden was only open for two weeks last year, Gucci claims that more than 20 million gamers visited it, and it plans to adopt the new habitat over time. “When developing the experience, the community has always been the starting point.”
“True to this, we envision future advancements as an open discussion between Gucci and regular visitors,” Nicolas Oudinot, Gucci’s EVP of new companies, told The Verge. We’ll bring on new content makers and talents from the Roblox community, and we’ll flood the ecosystem with fresh ideas and visual stimuli since our creative messaging is always changing, evolving with creative director Alessandro Michele’s kaleidoscopic vision.”

As strange as the partnership may seem, it’s a logical next step for Gucci, which has recently dabbled in the video game sector.

Aside from giving Roblox experiences, the design business cooperated on a backpack with esports organization 100 Thieves and a very expensive Xbox with Microsoft. Balenciaga and Fortnite, Burberry and Honor of Kings, and Longchamp and Pokémon Go are just a few of the major fashion houses that have cooperated in the past.

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