The immersive experience celebrates self-expression and references signature campaigns of the House.
Gucci, marking its 100th anniversary under the creative direction of Alessandro Michele, 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 footsteps on Roblox where the House brought some rare items to the platform last year with the support of our creator community, we are now thrilled to announce the next phase of our collaboration as Gucci is entering the metaverse in a new and exciting way.
Concurrently with the unveiling of the House’s Gucci Garden Archetypes – an immersive multimedia experience in Florence, Italy, that explores and celebrates the house’s inimitable creative vision – a virtual Gucci Garden space is opening its doors to everyone on Roblox for two weeks, starting today, May 17th.
Taking the hint from the archetype as the original form from which all copies are made, never able to be recreated in itself, the exhibition in Florence delves into different Gucci campaigns as a unique and unrepeatable moment, expressing the attitude and spirit of each collection while remaining true to the inclusive, liberated and audacious 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 into Michele’s creative vision and his multifarious inspirations, and share the captivating experience of the exhibition with their friends.
As they enter the Gucci Garden experience visitors will shed their avatars becoming a neutral mannequin. Without gender or age, the mannequin symbolizes that we all begin our journeys through life as a blank canvas. Wandering through the different rooms, visitors’ mannequins absorb elements of the exhibition. With every person experiencing the rooms in a different order and retaining different fragments of the spaces, they will emerge at the end of their journey as one-of-a-kind creations, reflecting the idea of individuals as one among many, yet wholly unique.
Gucci Garden Archetypes – Diorama in Bloom (left) / Gucci Garden Virtual Exhibition on Roblox (right)
The Gucci Garden experience is a phenomenal showcase of Roblox’s latest developer tools and lighting technology. The Roblox engine powers a visually spectacular series of high-fidelity environments with dynamic, personalized textures and patterns for each visitor’s mannequin. Additionally, the newly released developer avatar editor gives visitors the freedom to purchase and wear exclusive Gucci virtual items directly in the experience.
In keeping with the ephemeral nature of beauty, the Gucci Garden experience on Roblox is open for 14 days only. The Garden will also host a store where visitors can purchase exclusive, limited-edition avatar items. These items, created in collaboration with the talented Roblox creator Rook Vanguard, are inspired by the exhibits showcased in Florence, as signature items from Gucci’s archetypal campaigns. They will memorialize the Gucci Garden Exhibition and can be used across the Roblox platform.
While fashion and art may feel out of reach, the metaverse is bringing them closer and making them more accessible for millions of people, building on Gucci’s quest to empower individuals and expanding self-expression to new virtual territories.
Visit the virtual Gucci Garden Exhibition on Roblox open May 17, 6:00am PDT – May 31, 12:00am (midnight) PDT.