Gucci Town intends to provide users with a shared opportunity to interact with Gucci house codes as well as discover the vision of its creative director, Alessandro Michele: "first and foremost a community for all, Gucci Town is dedicated to those seeking the unexpected by offering an immersive space that translates Alessandro Michele’s vision into a lived and played narrative", said the brand. The digital town, which is organized around a central piazza in the shape of Gucci’s double G logo, features everything from a digital boutique to a café, the Power-Up Place, where fans can hang out.

Through an in-game portal, players can enter competitions, create art pieces online and explore an exhibition space linked to the brand’s online concept store, Vault, where recent product drops and collaborations are on display. Next to the Vault is the Gucci shop, the boutique where users can purchase collectable digital Gucci items or outfits for their Roblox avatars. GG Gems, an in-experience currency that can be used to purchase power-ups or virtual items, will be awarded to visitors that increasingly interact with the community.

This new experience follows several temporary activations in Roblox, including the Gucci Garden in May 2021, which enabled the Italian fashion house to build its audience on the platform and merge both fan bases. It also signalizes that Gucci is putting down roots in the metaverse and continues to explore new possibilities.