Gucci Town

Objective

Gucci aimed to establish a permanent, engaging digital space on Roblox that would foster deeper connections with younger audiences through immersive gameplay and virtual commerce. Building on the success of Gucci Garden, Gucci Town served as a persistent hub where players could interact with the brand, customize avatars, and purchase exclusive digital items. The strategy prioritized fostering community and brand loyalty within the metaverse while exploring new revenue streams through virtual goods sales.

Solution

Gucci Town was a persistent Roblox world developed by The Gang Stockholm, featuring multiple zones: mini-games for earning in-game currency (GG Gems), a Creative Corner for player-generated art, Vault Plaza as an exhibition space, and a shop for digital Gucci merchandise. In April 2023, Gucci expanded the experience with a cross-platform collaboration with Vans World. This scavenger hunt mechanic allowed players to transport between Gucci Town and Vans World via themed shoeboxes, collecting fabric swatches across both worlds. Successful participants earned virtual rewards: exclusive Gucci x Vans sneakers or a skateboarding-inspired backpack that could be used to style their avatars, mirroring a physical Gucci Continuum sneaker capsule available in the real world.