Global brands continue to use video games to promote their products. This time, Gucci has announced a collaboration with Roblox to create its own digital metaverse. With the help of virtual space and interactive objects, users of the gaming platform will be able to get acquainted with the history of the brand.The virtual promotion started today and will last for two weeks.
Roblox users will be able to visit several locations called “Gucci Garden” (Gucci Garden). It is based on a real space located in the medieval Palazzo della Mercanzia in Florence.
It is there that the Archetypes exhibition is being held in honor of the 100th anniversary of Gucci. Thus, it can be visited both in reality and inside Roblox. Users of the platform will have access to an interactive tour dedicated to the history of the brand and its advertising campaigns.
According to Gucci Marketing Director Robert Triefus, the company sees in Roblox a great potential for brand development. “The platform reached a huge scale very quickly. What it took us 100 years to do, Roblox did in just a conditional 100 days,” he said in a conversation with TechCrunch.
Last December, Gucci already collaborated with Roblox to create digital copies of the brand’s famous items. Users, for example, could choose them for their virtual avatars.
Trifus notes that over the past six years, Gucci has been actively developing its own metaverse. The company is also studying blockchain and NFT, as it sees opportunities for growth in technology.