Dubbed ‘Gucci Town’, the in-game portal takes on the form of a piazza — an open-air square recognized for centuries as a spot for people to meet and express themselves.
Around the piazza, players will find a series of spaces inspired by the brand’s real-world offerings including Mini Game Heights, Vault Plaza, Creative Corner, Craftsmanship Court, Selfie Way, Power-up Place and the Gucci Shop.
In particular, visitors can compete in games
to earn GG Gems, discover and create one-of-a-kind art pieces, learn about the
House’s heritage and artisanship, and of course shop digital Gucci items to
collect or to outfit Roblox avatars. They will also be able to explore the
impossible conversations of Vault, strike a pose and show off their personal
Gucci style with the world or, simply take a break, power up, and connect with
others, according to a press release.
“Gucci Town is a place to discover more about the House and its heritage
alongside the creative vision of Alessandro Michele, as well as to express
one’s own individuality and connect with like-minded individuals from all over
the world,” the company said.
Gucci Town is expected to be updated regularly to continuously translate Michele’s vision into a lived and played narrative. The new feature follows Gucci’s previous activations in Roblox, including the Gucci Garden launched in May 2021.
