Gucci created a persistent  village in Roblox

Gucci’s presence in Roblox is becoming a little more permanent. The fashion house has already cooperated with the virtual world for more transient experiences, such as last year’s fantastical Gucci Garden, and is now unveiling Gucci Town, a more permanent area.

The facility has a central garden that connects several zones, such as a mini-game area, a cafe, and a virtual store where players can, of course, buy virtual Gucci clothing for their Roblox character. (The virtual ensembles, according to the business, make advantage of Roblox’s innovative “layered clothing” technology.)

Despite only being open for two weeks last year, Gucci claims that more than 20 million gamers visited the garden, and it intends the new environment to evolve over time, “The starting point when designing the experience has always been the community.”

Nicolas Oudinot, Gucci’s EVP of new companies, told The Verge, “True to this, we envision the future developments as an open dialogue between Gucci and the recurring visitors. Emerging content creators and talents from the Roblox community will be on board, while we will infuse the ecosystem with new ideas and visual stimuli, as our creative messaging is forever in flux, evolving with the kaleidoscopic vision of creative director Alessandro Michele.”

As strange as the alliance may appear, it’s also a natural progression for Gucci, which has recently dabbled in the video game market.

Aside from delivering Roblox experiences, the fashion house also collaborated with esports organisation 100 Thieves on a bag and Microsoft on a very costly Xbox. Many major fashion houses have collaborated in the past, like Balenciaga with Fortnite, Burberry with Honor of Kings, and Longchamp with Pokémon Go.

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