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.