This is not the first time that Gucci made a virtual experience. Recently Gucci was selling digital sneakers on their App and other online platforms. For the Italian fashion house’s 100th anniversary campaign, Gucci went for a bigger scale than before by partnering up with Roblox, a popular metaverse platform where you can create your own games. The digital experience recreated the physical Gucci Garden Archetypes – an immersive multimedia experience in Florence, Italy, that explores and celebrates the house’s inimitable kaleidoscopic vision of Alessandro Michele. The Roblox Gucci Garden exhibition is available from May 17, 6:00am PDT to May 31, 12:00am (midnight) PDT.
Described as “a playground of emotions” by Michele, the gamified experience is separated into randomized themed rooms, each space of the metaworld features a unique collection of Michele’s 6 year journey at Gucci featuring ad campaigns, design history and muses of Gucci.
You begin the experience as a Roblox character, and as you enter the Gucci Garden rooms, you will turn into a neutral mannequin, which symbolizes we begin our journey as a blank canvas.
“With every person experiencing the rooms in a different order and retaining different fragments of the spaces, they will emerge at the end of their journey as one-of-a-kind creations, reflecting the idea of individuals as one among many, yet wholly unique” as the press release mentioned.
For the collaboration, Roblox also released new function updates, one of which the developer avatar editor allows players to purchase and wear exclusive items in the game, and can be worn across the platform. An exclusive Gucci-campaign-inspired digital fashion collection created by Rook Vanguard will be sold on Roblox using this new feature.
Gucci has been at the forefront of adapting technology for innovative brand story-telling. We can now slowly sense Michele’s habit of using highly experiential decors and designs to keep his audience constantly engaged in surreal storylines. Maybe only digital mediums like the virtual world can allow creative geniuses like Michele to fully express his vision without any boundaries.