Inside Gucci Town, the fashion house’s new interactive neighborhood in the metaverse

Gucci is truly rooted in the metaverse.

After installing a number of temporary experiences in Roblox, the global gaming platform, Gucci on Friday unveiled Gucci Town, a permanent destination that brings some of the brand’s IRL offerings to its growing virtual audience.

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Visitors to the city can access a range of activities and shopping experiences. The town, organized around a central plaza shaped like Gucci’s double G logo, offers everything from a digital store to a cafe where fans of the Italian brand can connect and relax.

One of the eye-catching structures in Gucci Town on Roblox.  - Credit: Gucci

One of the eye-catching structures in Gucci Town on Roblox. – Credit: Gucci

Gucci

To facilitate these connections, Gucci has expanded the city’s activities beyond shopping. A portal in the city will transport you to an area called Mini Game Heights, where you can participate in a variety of challenges including Tile Takeover and Rising tides to keep the experience fun and upbeat. The Virtual Neighborhood is also home to a Creative Corner where you create your own virtual works of art using special patterns, colors, and shapes. If that’s not your scene, the Vault Plaza, inspired by the brand’s new Vault online concept store, has an exhibition space nearby where you can browse some of Gucci’s latest products and collaborations.

The Vault Plaza surrounded by flowering plants.  - Credit: Gucci

The Vault Plaza surrounded by flowering plants. – Credit: Gucci

Gucci

The Gucci store, located just around the corner from Vault Plaza, will offer digital items that you can collect or use to dress up your avatar. You’ll find that the fashion pieces in virtual space are extremely detailed as they make the most of Roblox’s “Layered Clothing” technology for a hyper-realistic effect designed to fit all avatar body types.

The Gucci store in Roblox.  - Credit: Gucci

The Gucci store in Roblox. – Credit: Gucci

Gucci

Finally, the Power-Up Place cafe is a relaxed space where you can take a break from activities and connect with other users. The more you immerse yourself in the community, the more you will be rewarded with its digital currency, GG Gems. You can use them to buy power-ups and virtual items.

The Power-Up Place Cafe features a fountain surrounded by colorful flowers.  - Credit: Gucci

The Power-Up Place Cafe features a fountain surrounded by colorful flowers. – Credit: Gucci

Gucci

“Gucci Town is dedicated to those who seek the unexpected through an immersive space that translates Alessandro Michele’s vision into a lived and played narrative,” the brand said in a statement. Each of the spaces in Gucci Town will be regularly updated with new content inspired by conversations about the future of the fashion house in the metaverse.

Gucci Town follows an ongoing list of virtual communities recently introduced by other high-end fashion brands. Ralph Lauren, for example, launched a similar concept on Roblox last year that gave users access to a full collection of winter-themed sportswear. Balenciaga and Fornite’s collaboration has grabbed headlines for offering in-game and real-world merchandise. Which is appropriate, given that the line between our real and virtual lives is becoming more blurred every day.

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