Claire's ShimmerVille

Objective

Claire's, a leading accessories retailer for Gen Z and Gen Alpha, created ShimmerVille to engage younger audiences through an immersive metaverse experience on Roblox. The phygital strategy aimed to build community, deepen brand affinity, and drive business growth by connecting consumers across digital and physical retail touchpoints.

Solution

ShimmerVille is an interactive Roblox experience featuring six interconnected destinations: Central Park, Pet Park & Orb Store, Claire's C-Style Mall, Claire's Café, Bungalow Valley, and The Galleria. Players explore a customizable world with 15+ collectible digital pets, earn in-game currency through retail jobs and mini-games, and spend currency on avatar customization, home decoration, vehicles, and limited-time events. The experience emphasizes self-expression and community building, with rotating partner collaborations in The Galleria venue. Developed in partnership with Wonder Works Studio and launched on Roblox in October 2022.

Results

Not published.