Italian fashion house Gucci is cementing its metaverse presence and has introduced a new Gucci city to Roblox. The “persistent digital space” will serve as an interactive center with mini-games, a virtual shop and even a café. The initiative follows several of the brand’s other Metaverse experiences, including a Gucci Garden it opened last year. So what is the Gucci town in Roblox?

What is the Gucci city in Roblox?

Gucci Town in Roblox features a central garden that connects to other locations in the city. Users can play mini-games, go to a coffee shop, or buy Gucci clothes in a virtual store for their avatars. Apparently, virtual garments are made using Roblox’ new “Layered Clothing” technology.

Some of the Gucci inspired games at Mini Game Heights are Tile Takeover and Flashlight Tag. Alternatively, players can also visit the Creative Corner to enjoy the works of the visiting artists. Plus, they can even make their own art here. Additionally, players can discover a curation of vintage Gucci items as well as pieces from other brands in the exhibition area called Vault Plaza.

“The starting point in creating the experience has always been community,” said Nicolas Oudinot, Gucci’s EVP of New Businesses The edge. “True to that, we envision future developments as an open dialogue between Gucci and returning visitors.”

About Gucci and the Metaverse

Gucci first introduced an immersive Gucci experience called Gucci Garden in Roblox in May 2021. The room reportedly attracted more than 20 million players last year despite only being open for two weeks.

Gucci expects its latest Gucci Town in Roblox to grow steadily over time. As Gucci expands its Metaverse presence, we can probably expect other brands to follow suit.