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Gucci Town

Gucci Town

26 March, 2023

Hot on the heels of Gucci’s Garden experience in 2021, the luxury brand is launching a virtual piazza on Roblox. This “dynamic destination” will help users to express their individuality through virtual clothing while encouraging connections between like-minded individuals.

The Vault Plaza, a virtual exhibition space inspired by its real-life counterpart, will showcase some of Gucci’s latest products and collaborations. The space also boast a Gucci shop selling hyper-realistic fashion looks and other Limited-edition collectibles to outfit Roblox avatars.

Gucci wants this space to create an always on community, offering virtual access to consumers regardless of socioeconomic status. Users are encouraged to interact with Gucci Town’s activities through the GG Gems reward systems, an in-experience currency they can use to purchase power-ups and virtual Gucci products.

Time horizon: Now
Generation: Gen Alpha
channel: URL
Sector: Fashion Gaming
Home/ Metaverse /
Gucci Town
Signal title Generation Channel Region Issue Time Horizon Sector

Gucci Town

Gen Alpha URL - - Now Fashion, Gaming