Gamers can explore Italian fashion designer Alessandro Michele's key designs for Gucci and buy rare virtual collectibles for their avatars as part of an interactive exhibition the fashion house is presenting on Roblox.
This digital Gucci Garden on the gaming platform is based on a real exhibition currently on show in Florence to mark the brand's 100th anniversary.
The virtual exhibition guides visitors through seven rooms themed around Gucci's past fashion collections.
The virtual Gucci Garden exhibition is being hosted inside the game Roblox
Set within the 3D world of Roblox, the experience allows visitors to collect limited-edition virtual items while their avatars will automatically change based on the order in which they visit the different rooms. Previously, Gucci has created wearables for games from The Sims to Pokémon Go. It was among the earliest luxury brands to recognise the opportunities of the metaverse ? the emerging digital universe where users can live a parallel life to their real-world existence.
One virtual room, called In Bloom, is open to the elements and overgrown by plants
"Brands can push the boundaries of creativity in the metaverse and offer experiences that are unrepeatable in real life, rather than simply replicating spaces and experiences from the physical world," Roblox's vice president of brand partnerships Christina Wootton told Dezeen.
"For Gucci Garden, we opened up the ceiling of one room to show the sky. There are butterfli...