Gucci luxury brand opened a permanent metaverse experience in the game Roblox. This new virtual area named “Gucci Town” gives gamers the opportunity to relax, play, and admire the recent virtual fashion accessories of this company.
Gucci’s executives state that the Gucci Town is modeled on a traditional Italian piazza. From the central Square, gamers can enter numerous immersive experiences, like video games at “Mini Game Heights” and a photo studio at “Selfie Way”. Additionally, there is an outdoor cafe, waterfalls, and lots of green space in Gucci Town.
If gamers need a bit of “retail therapy,” they can see what is available at Gucci Town’s digital Gucci Store. In this place, visitors will find fashionable clothes and accessories for their in-game avatars.
This Italian fashion house states that creative director Alessandro Michele played a key role in designing this new virtual experience. Gucci also mentions that as Gucci continues to develop, it will listen to fan’s suggestions.
In 2021, Gucci immersed its toes in the Roblox ecosystem for the first time with a temporary experience of the “Gucci Garden”. Though the event continued only a few weeks, the company says around 20 million gamers visited its metaverse experience.
Gucci has been extremely busy in Web3 over the previous few months. Plus opening Gucci Land, the Florence-based brand lately revealed that it is accepting cryptocurrencies in its US stores. Gucci also purchased LAND NFTs in The Sandbox metaverse and collaborated with Superplastic to drop NFT-specific versions.
While Gucci is openly associated with Web3, it’s not the only fashion house involved in NFTs, cryptocurrency, and metaverse gaming. In deed, luxury brands have been so receptive to the use of advanced Web3 technologies.
For example, the French fashion house LV lately bet on games based on blockchain. The previous year, Louis Vuitton released “Louis The Game,” that rewards players with memorable NFTs designed by Beeple.
It can be said that Dolce & Gabbana has been the most successful in entering the NFT market. In 2021, Dolce & Gabbana’s genesis NFT drop sold for a whopping $6 million. Dolce & Gabbana continued its first success with the “DGFamily” NFT collection on the Polygon blockchain.
Then, Prada reported the release of NFT, which is linked with IRL clothing, since the release of its June Timecapsule. The Italian fashion house states that all 100 NFTs in this drop have designs by the artist Cassius Hirst.
Some clothing brands have even cooperated with PFP NFT projects to showcase their coming items. Keith, for instance, recently partnered with Invisible Friends NFTs to promote its Summer 2022 models.
Regarding all these latest developments, we can say with confidence that the future of fashion is in Web3.
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