Gucci built a persistent town inside of Roblox

Gucci makes its presence inside Roblox a little permanent. The fashion brand previously teamed up with the virtual world for more ephemeral experiences, like last year’s surreal Gucci Garden, and is now releasing a more persistent space called Gucci Town. The space has a central garden that connects several areas, including a mini-game space, a cafe and a virtual store where players can, of course, buy virtual Gucci gear for their Roblox avatar. (The company says it uses virtual outfits) Robloxis new”layered clothingTechnic.)

Gucci says more than 20 million players visited the garden last year, despite it being available for just two weeks, and expects the new space to evolve steadily over time. “The starting point in designing the experience has always been community,” said Nicolas Oudinot, EVP of new businesses at Gucci. The edge† “That’s why we see future developments as an open dialogue between Gucci and the returning visitors. Emerging content creators and talents from the Roblox community will be on board as we infuse the ecosystem with new ideas and visual stimuli as our creative messages are forever in motion and evolving with the kaleidoscopic vision of creative director Alessandro Michele.”

Strange as the partnership may seem, it’s also a natural evolution for Gucci, which has been dribbling a lot in the video game space lately. In addition to releasing Roblox experiences, the fashion company also collaborated with esports organization 100 Thieves for a backpack and Microsoft for a very expensive Xbox. In fact, many big names in fashion have entered into similar collaborations, including Balenciaga with FortniteBurberry with Honor of Kingsand Longchamp with pokemon go

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