The immersive experience celebrates self-expression and references the House’s exclusive campaigns.
Celebrating its centenary under the creative direction of Alessandro Michele, Gucci saw its digital-first approach evolve over the years, following the brand’s quest to combine the past with the present to tell stories of the future. Following its first steps on Roblox, where the House brought some rare items to the platform last year with the support of our community of creatorsWe are now delighted to announce the next phase of our collaboration, as Gucci is entering the metaverse in an exciting new way.
Simultaneously with the presentation of the archetypes of the house’s Gucci garden, an immersive multimedia experience in Florence, Italy that explores and celebrates the inimitable creative vision of the house, a virtual Gucci Garden space will open its doors to everyone on Roblox for two weeks, starting today, May 17.
Taking the hint of the archetype as the original form from which all copies are made, never capable of being recreated in itself, the exhibition in Florence delves into different Gucci campaigns as a unique and unrepeatable moment, expressing the attitude and the spirit of each collection while remaining true to the inclusive, liberated and bold philosophy of Creative Director Alessandro Michele. Similar to the physical space, the Gucci Garden experience at Roblox is divided into themed rooms, where visitors can immerse themselves in Michele’s creative vision and his many inspirations, and share the captivating exhibition experience with their friends.
Upon entering the Gucci Garden experience, visitors will lose their avatars and become a neutral mannequin. Without gender or age, the mannequin symbolizes that we all begin our journey through life as a blank canvas. Wandering through the different rooms, the visitor’s mannequins absorb elements of the exhibition. With each person experiencing the rooms in a different order and preserving 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 totally unique. .
The Gucci Garden experience is a phenomenal showcase of Roblox’s latest lighting technology and development tools. The Roblox engine powers a visually spectacular series of hi-fi environments with dynamic and custom textures and patterns for each visitor’s mannequin. Additionally, the recently released developer avatar editor gives visitors the freedom to purchase and use exclusive Gucci virtual items directly in the experience.
In keeping with the fleeting nature of beauty, the Gucci Garden experience on Roblox is only open for 14 days. The garden will also house a shop where visitors can purchase exclusive limited edition avatar items. These items, created in collaboration with the talented creator of Roblox. Tower Vanguard, are inspired by the exhibits on display in Florence, as signature items from the archetypal Gucci campaigns. They will commemorate the Gucci Garden exhibition and can be used across the entire Roblox platform.
While fashion and art may feel out of reach, the metaverse is bringing them closer together and making them more accessible to millions of people, building on Gucci’s quest to empower people and expand self-expression into new virtual territories.
Visit the virtual Gucci Garden Exposition in open roblox May 17, 6:00 am PDT – May 31, 12:00 am (midnight) PDT.