Gucci, a fashion brand that had previously collaborated with Roblox, the virtual world game, for only experiences that had been short-lived, is now attempting to make its presence more permanent. Previously releasing the surreal Gucci Garden, which had only lived shortly, Gucci now aims to release a Gucci Town, a persistent space. This Gucci Town aims to feature a central garden that is connected to different areas like a cafe, a mini-game area, and virtual stores. From the virtual stores, players will be able to buy virtual Gucci gears for their avatars in Roblox. (As per the company, the virtual outfits will utilize the latest “layered clothing” technology of Roblox).

Gucci claims that over 20 million players had paid a visit to the garden in the previous year, even though it was only available for around two weeks, and this is expected to steadily rise and evolve over time. Nicolas Oudinot, Gucci’s new businesses EVP, had told “The Verge” that the community has always been the starting point when it comes to designing experience. He says that according to this, future developments between the visitors and Gucci are expected. The community’s emerging talents and content creators will come on board as the ecosystem is updated with visual stimuli and new ideas. He says that creative messaging is always growing and evolving. 

While this partnership seems a little strange to most, it may be a part of Gucci’s natural evolution as it dabbles with the game’s space. Other than Roblox experiences, Gucci has also paired up with the 100 esports organization 100 thieves’ backpack and an expensive Xbox from Microsoft. In fact, several big fashion names have come in through similar partnerships like Burberry with Honor of Kings, Longchamp with Pokemon Go, and Balenciaga with Fortnite.