Gucci built a persistent town inside of Roblox

Gucci is making its presence more permanent in Roblox. The fashion brand collaborated with the virtual world for more short-lived experiences, like the Gucci Garden from last year, and is now releasing a more persistent space called Gucci Town. The space has a central garden, a cafe, and a virtual store where players can buy virtual Gucci gear. The company says that the virtual outfits use the new Roblox clothing.

Gucci says that more than 20 million players visited the garden last year, despite it only being available for two weeks, and it expects the new space to steadily evolve over time. The Roblox community will be on board, as we will inject the community with new ideas and visual stimuli, as our creative messaging is forever in change.

Gucci has done a lot of dabbling in the video game space of late and this partnership is a natural evolution for the brand. The fashion company collaborated with 100 Thieves for a backpack and Microsoft for a very expensive XBOX, in addition to releasing Roblox experiences. In fact, many big names in fashion have entered into similar collaborations.