“Invasion” … by Gucci on the Roblox video game platform

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The digital neighborhood features colorful gardens and a virtual café, as well as a virtual boutique where fans can buy clothes to dress up their avatars.

With ever-increasing speed the fashion houses and luxury items are now targeting their audiences in the virtual world. After the surreal “Gucci Garden”, the famous Italian luxury house enters the virtual world again, with a new metaverse experience on the Roblox video game platform: “Gucci Town” invites players to participate in a series of activities and tours, while gives an opportunity to take a look at the latest virtual fashion items of the house.

Organized around a central square and taking the shape of the logo with the double “G” of the house, the virtual neighborhood is a place to discover more about “Maison and its traditions, guided by the kaleidoscopic vision of Alessandro Michele”, the creative director. At the same time, he invites the fanatical fans of the house to meet each other and to interact with each other.

The digital neighborhood is characterized by colorful gardens and a virtual cafe, as well as a virtual boutique where fans can buy clothes to dress up their Roblox avatars. In addition, a virtual portal leads them to mini-games and art exhibitions where they can explore the Vault Plaza and look for the latest products and collaborations of the house.

They can also create artwork online using floral patterns and vibrant colors or in the Power-up Place to hang out with other members of the community. «Regularly updated, each place offers an immersive experience that translates Alessandro Michele’s vision into a narrative you experience and play.».

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