![]() Games have become a place to hang out, see friends and attend events. Roblox has more than 42 million daily active users, with its fastest-growing demographic 17- to 24-year-olds, Wootton says. There are an estimated 3.4 billion gamers worldwide, 27 per cent of whom are between 21 and 30, according to a July 2020 report from WARC. While platforms such as Roblox make money from in-game purchases, they also offer brands a route to tap new audiences. Roblox only previously offered clothes for purchase within an experience at a Lil Nas X concert, hosted in November 2020, which garnered 36.9 million visits and merch sales in the seven digits, according to the company. The clothes can be worn in other Roblox experiences and are conceived as collectables, says Roblox vice president of brand partnerships Christina Wootton. Gucci is operating a revenue-share model with Roblox. In the Roblox Gucci Garden, people can mingle with others exploring the space and can buy digital pieces created in collaboration with Roblox creator Rook Vanguard (Gucci has yet to determine the prices). In Florence, it’s capped by a ceiling on Roblox, it’s open to the sky, surrounded by forest and seeds flowers on visitor avatars. A pool room pays homage to the party scenes of Gucci Cruise 2020. In the Tokyo Tribe-themed maze, colourful zig-zag lights might become a patterned sleeve. As people progress through the spaces, their avatars absorb visual elements of each. Once inside the themed rooms, avatars are transformed into blank, genderless, humanoid-like mannequins that look unfamiliar to those who associate Roblox with rectangular, toylike figures. Visitors enter through a virtual lobby in which their avatars can view, try on and purchase digital Gucci items. Like the IRL version, the Gucci Garden on Roblox offers multiple themed rooms that pay homage to Gucci campaigns but also layers on features unrestrained by the laws of physics. ![]() The Gucci Garden is unveiling on 17 May on Roblox, the gaming platform initially popular among pre-teens that is expanding into a prominent metaverse platform for all. Behold, a fantastical virtual Gucci Garden to wander through, offering immersion in the everything-goes universe of creative director Alessandro Michele. Now comes another Garden, open to the world and time-zone agnostic. First came the Gucci Garden Archetypes installation in the brand’s Florence palazzo, a physical recreation of 15 of Gucci’s most fantastical advertising campaign sets. ![]()
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