Gucci's Metaverse Open Worlds - Gucci Town in Roblox and Gucci Vault Land in Sandbox
Open the game- Brand
- Gucci
- Year
- 2023
- Objective
- Engagement
- Industry
- Fashion
- Agency
- Gucci
Objective
Gucci entered the metaverse to build persistent digital destinations where users could interact with the brand community and explore its heritage and digital products. The strategy combined two distinct platforms—Roblox for accessible social gaming and The Sandbox for blockchain-enabled gaming—to reach different user segments and establish Gucci's presence in Web3 virtual worlds.
Solution
Gucci Town launched on Roblox in May 2022 as a digital piazza featuring Mini Game Heights, a Creative Corner for user-generated art, Vault Plaza exhibition space, a shop selling digital Gucci items for GG Gems (in-experience currency), and Power-up Place for community gathering. Simultaneously, Gucci Vault Land opened in The Sandbox (October–November 2022) as a limited-time play-to-earn experience where users completed activities to earn blockchain-based rewards and learn about Gucci's heritage and products. The Sandbox also hosted Gucci Cosmos Land in November 2023, a digital interpretation of the physical Gucci Cosmos exhibit in London spanning the brand's 102-year history.
Results
Not published.
