Global – Luxury house Gucci is opening its virtual doors to all with the creation of a digital garden experience on metaverse play platform Roblox.
The Gucci Garden is a virtual complement to the brand’s real-life Gucci Garden Archetypes multimedia exhibition, hosted in Florence, Italy. In an interactive gallery with various rooms inspired by Gucci’s advertising campaigns, visitors to the Gucci Garden take the form of ageless, gender-neutral digital mannequins, which, as they navigate the space, transform into digital artworks in their own right.
Virtual visitors will also be able to shop for limited-edition digital Gucci items for their avatar, created solely for the experience in the Roblox space. ‘While fashion and art may feel out of reach, the metaverse is bringing them closer and making them more accessible for millions of people, building on Gucci’s quest to empower individuals and expanding self-expression to new virtual territories,’ reads a Roblox statement.
As explored in our macrotrend, Omnilux Lifestyles, Gucci is showing how brands are developing digital experiences to become as central to their storytelling as physical spaces and events.