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Gucci Launches New Virtual Town on 'Roblox', Gucci Town

After entering the metaverse with the digital Gucci Garden last 2021, Gucci is now launching a long-term digital space on Roblox, officially named Gucci Town.

This space has a central garden that connects the various areas with several mini-games, a cafe, and a virtual shop selling Gucci-branded clothing for in-game avatars.

While creating their own art in the city's Creative Corner and exploring the exhibition space called Vault Plaza, players are encouraged to learn a lot from Italy's leading fashion label.
“The starting point when designing experiences has always been in the community,” Nicolas Oudinot, Gucci's new business EVP, said in a statement via The Verge.

“In line with this, we envision future developments as an open dialogue between Gucci and repeat visitors. New content creators and talents from the Roblox community will join us, while we will infuse the ecosystem with new ideas and visuals, as our creative message is always changing, evolving with diverse visions", said creative director Alessandro Michele.

Gucci said that more than 20 million players visited its parks last year, despite only being available for two weeks, and expects the new space to continue to expand over time.
Gucci Town marks the company's latest foray into the gaming business. Earlier this week in June 2022, Gucci debuted its own global gaming academy, in partnership with Faceit and the World Health Organizations. The initiative marks the first educational game program from Gucci.(*)

Photo Source: Roblox

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