Gucci is taking their relationship with Roblox to the next level and setting up a permanent residence in the game.

Gucci is taking their relationship with Roblox to the next level and setting up a permanent residence in the game.YPulse has been monitoring the influx of high fashion in gaming, and our The Metaverse Trend Report found that Roblox is one of the top virtual world video games Gen Z plays. Last year, the brand hosted the virtual event Gucci Garden, where users could buy accessories like virtual Gucci purses, which some dropped thousands to own. Now, they’ll be able to visit Gucci Town, where a plaza in the shape of the luxe logo is surrounded by Mini Game Heights, an arena with Gucci themed competitions; Creative Corner, a place players can be artistic; and Power-Up Place, a cafe where players can interact with their friends and others in the community. Of course, the town will also include a Gucci Shop where they can buy special edition Gucci clothes and accessories for their avatars. As visitors interact with the experiences in Gucci Town, they’ll earn GG Gems, an in-game currency they can use to purchase more products and power-ups. Ultimately, their intention is for every player to experience and have access to the luxury brand, regardless of socioeconomic status. (Input Mag)