The immersive experience celebrates self-expression and refers to the Gucci Garden Maison’s signature campaigns.
Gucci, which is celebrating its 100th anniversary under the creative leadership of Alessandro Michele, has seen its digital-centric approach evolve over the years, following the brand’s quest to combine the past with the present to tell stories of the future. After its first steps on Roblox where the Maison brought some rare pieces to the platform last year with the support of our community of creators, we are now excited to announce the next phase of our collaboration as Gucci enters the metaverse in a new and exciting way.
Along with the unveiling of the Maison’s Gucci Garden Archetypes – an immersive multimedia experience in Florence, Italy that explores and celebrates the inimitable creative vision of the house – a Gucci Garden space opens its doors to everyone on Roblox for two weeks, starting today, May 17th.
Taking the allusion to the archetype as the original form from which all copies are made, never being able to be recreated per se, the exhibition in Florence explores different Gucci campaigns as a unique and irreplaceable moment, expressing attitude and the spirit of staying true to the inclusive, liberated and daring philosophy of Creative Director Alessandro Michele. Similar to the physical space, the Gucci Garden experience on Roblox is divided into themed rooms, where visitors can immerse themselves in Michele’s creative vision and multiple inspirations, and share the captivating experience of the exhibition with their visitors. friends.
Upon entering the Gucci Garden experience, visitors will shed their avatars to become a neutral model. Without gender or age, the mannequin symbolizes the fact that we all begin our journey in life as a blank canvas. Wandering through the various rooms, the visitors’ mannequins soak up the elements of the exhibition. Each person experiencing the pieces in a different order and retaining different fragments of the spaces, they will emerge at the end of their journey as unique creations, reflecting the idea of individuals as one among many, yet quite unique. .
The Gucci Garden Experience is a phenomenal showcase of Roblox’s latest development tools and lighting technology. The Roblox engine powers a visually spectacular series of high-fidelity environments with dynamic textures and patterns personalized for each visitor’s mannequin. Plus, the new developer avatar editor gives visitors the freedom to purchase and wear exclusive Gucci virtual items right into the experience.
True to the fleeting nature of beauty, the Gucci Garden experience on Roblox is open for only 14 days. The Garden will also house a boutique where visitors can purchase exclusive, limited-edition avatar items. These items, created in collaboration with the talented Roblox designer Rook Vanguard, are inspired by the exhibitions presented in Florence, as iconic elements of Gucci’s archetypal campaigns. They will commemorate the Gucci Garden exhibit and can be used on the Roblox platform.
While fashion and art may seem out of reach, the Metaverse brings them closer together and makes them more accessible to millions of people, building on Gucci’s quest to empower individuals and extend self-expression to others. new virtual territories.
Visit the virtual Gucci Garden Exhibition on Roblox open May 17, 6:00 a.m. PDT – May 31 12:00 a.m. (midnight) PDT.