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The Gucci Garden experience lands in Roblox, to commemorate the 100 years of the Italian house. We are immersed in a virtual world that the Italian house wanted to create together with the video game brand, in a two-week virtual tour.
All without leaving home. Now you can visit the Gucci Palace located in Piazza della Signora from your screen. In this virtual tour, users can find the key pieces of the house in the Alessandro Michele era. The tour guides the viewer through seven rooms themed around Gucci’s most iconic fashion collections.
Likewise, in the Roblox Gucci Garden Archetypes game, you can create an avatar with which to explore the entire space. Within the platform you can buy objects and virtual collectibles, for what? for your own avatar.
All these items, which are available to the avatars in the game, have been created in collaboration with Roblox creator Rook Vanguard. All the virtual pieces are inspired by Gucci’s exhibitions in Florence, as exclusive items from archetypal Gucci campaigns. In addition to commemorating the brand’s centenary, these objects can be used throughout the Roblox platform.
Ultimately, Alessandro Michelle wants to bring the brand closer to an increasingly younger audience. He does so by entering the metaverse “in a new and exciting way,” as Roblox assures.
You can also see how Gucci hacked Balenciaga to also commemorate its 100 anniversary.