Gucci built a persistent town inside of Roblox

Gucci is making its presence inside of Roblox a little more permanent. The fashion brand previously collaborated with the virtual world for more short-lived experiences, like the surreal Gucci Garden from last year, and is now releasing a more persistent space called Gucci Town. The space features a central garden that links together various areas, including a space for mini-games, a cafe, and a virtual store where players can, of course, purchase virtual Gucci gear for their Roblox avatar. (The company says the virtual outfits make use of Roblox’s new “layered clothing” tech.)

Gucci says that more than 20 million players visited the garden last year, despite it only being available for two weeks, and it expects the new space to steadily...

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