Gucci goes Roblox!

The Gucci Garden Experience in Roblox was a limited-time virtual event launched in May 2021 as a collaboration between Gucci and Roblox. Designed as an immersive art exhibition, the experience recreated the real-world Gucci Garden Archetypes exhibition in Florence, celebrating the brand’s 100-year history.

Upon entering, players started as blank, mannequin-like avatars. As they explored different themed rooms inspired by iconic Gucci campaigns, their avatars absorbed colors, patterns, and textures, making each visitor’s journey unique. The rooms featured surreal and artistic designs, such as a lush garden, a dreamlike bathroom, a hall of mirrors, and a mystical subway station, each reflecting different elements of Gucci’s creative vision.

One of the main attractions was the ability to purchase limited-edition virtual Gucci items, such as handbags, sunglasses, and hats, some of which later became highly valuable in the Roblox trading community. A notable moment was when the Gucci Dionysus Bag with Bee accidentally sold for 475 Robux (about $6) but later resold for over 350,000 Robux due to its rarity.

The Gucci Garden Experience was praised for blending luxury fashion with Roblox’s gaming environment, attracting both Gucci enthusiasts and gaming fans. It showcased how brands could use virtual spaces to create interactive storytelling and exclusivity in the digital world. While it was a temporary event, its influence remains significant in shaping how high fashion engages with gaming communities.

More information at Gucci.