Gucci has officially entered the metaverse with the opening of Gucci Town, a permanent space hosted on Roblox. The luxury house describes the project as a “dynamic destination” in which users can explore the vision of creative director Alessandro Michele, express their individuality through virtual clothing, and connect with like-minded individuals.
The virtual experience follows last year’s Gucci Garden, a two-week event hosted by the brand on Roblox. There, users were invited to indulge in greenery through Gucci’s virtual gardens and digital goods comparable to avatar accessories, the latter of which proved more lucrative than products in the real world. During the event, a bee-embroidered Gucci Dionysus bag — exclusively available for use on Roblox — sold for 350,000 Robux, or roughly $4,115. Physical versions of the bag, which can be worn anywhere, usually retail for $3,400.
