Gucci launches its own city in the Roblox metaverse

Gucci is gradually expanding its presence on the Roblox virtual gaming platform. Not so long ago, the brand created its own virtual city Gucci Town. Every day it becomes more and more realistic and looks like an open-air square, which will become a meeting place and self-expression of brand fans, surrounded by buildings.

Around the square, platform users can find playgrounds, exhibitions, and a Gucci store. Visitors can compete in games to earn GG Gems, discover and create unique pieces of art, learn about the Maison's heritage and craftsmanship, and of course, purchase Gucci digital items to equip Roblox avatars. "Gucci Town is a place to learn more about the Maison and its heritage with the creative vision of Alessandro Michele, as well as express your individuality and connect with like-minded people from all over the world," the company said in a statement.
Gucci Town is expected to be updated regularly to keep attracting new users. Currently, the Roblox platform has more than 55 million daily visitors and is considered one of the largest and most promising metaverses.