HomeGucci’s Virtual Garden Takes Root on Roblox: A Campaign to Target Fashion Enthusiasts of All Ages

Gucci’s Virtual Garden Takes Root on Roblox: A Campaign to Target Fashion Enthusiasts of All Ages

Gucci Gardens shows how luxury brands can connect with their customers in the Metaverse in an engaging ways.

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Updated: February 19, 2023

The world of fashion and gaming got more intertwined. Gucci and Roblox collaborated and launched a virtual two-week art installation, the Gucci Garden, to be unveiled on Roblox.

This installation is a celebration of Gucci’s 100th anniversary. It also aims to build brand awareness among younger customers through the power of the Metaverse.

The Campaign–To Build Brand Awareness to Younger Consumers 

The Gucci Garden is a collaboration between Gucci and Roblox, a gaming platform that has grown into a major Metaverse platform for people of all ages. 

Gucci uses Roblox’s capabilities to showcase its brand and engage with younger customers. While Roblox aims to use this collaboration to show off its platform’s capabilities and attract new audiences.

Gucci is also operating a revenue-share model with Roblox. Gucci shares a portion of the profits from the sales of digital items created in collaboration with Roblox creator Rook Vanguard.

The Gucci Garden is a virtual installation that takes visitors through the fantastical universe of Gucci’s creative director, Alessandro Michele.

The installation is a virtual recreation of the physical Gucci Garden Archetypes, which was previously built in Florence, Italy.

The main purpose of the Gucci Garden campaign is to build brand awareness among younger customers. Gucci is leveraging the power of the Metaverse to create an immersive experience that appeals to a younger demographic.

At the same time gives them a unique perspective on the brand.

The virtual Gucci Garden offers visitors multiple themed rooms that pay homage to Gucci campaigns. It also features elements unrestrained by physics laws.

Visitors enter through a virtual lobby to view, try on, and purchase digital Gucci items. The experience shows off Roblox’s capabilities as much as those of Gucci.

Roblox aims to encourage users to invest as much in their avatars as in real life. The Gucci Garden is a way for Gucci to reach a wider audience. The clothes can be worn in other Roblox experiences and are intended to be collected.

Check out Peter Gasston exploring Gucci Gardens in Roblox

How Did the Campaign Perform?

The campaign reached 47+ million Roblox daily users. The collaboration between Gucci and Roblox offers a glimpse into the potential of the Metaverse for brands looking to reach new audiences. As well as engage with customers in new and innovative ways.

Gucci expects Gucci Garden to generate interest among young customers and drive sales of digital Gucci items. With other campaigns Gucci had in the Metaverse, such as Gucci Vault with NFTs and more, it will surely capture Gen Z users.

The Gucci Garden campaign is a departure from traditional campaigns by Gucci, as it leverages the power of the Metaverse to create a unique and immersive customer experience.

It is the first time Gucci has ventured into gaming and the Metaverse, making this a groundbreaking campaign for the brand. 

What could Gucci Learn from Other Brand Campaigns in the Metaverse?

The Gucci Garden campaign is a new and innovative approach to building brand awareness and engaging with customers.

By leveraging the power of the Metaverse, Gucci, and Roblox pushed the boundaries of what is possible in the world of marketing and branding.  

The potential for Metaverse campaigns is vast and exciting, and this collaboration between Gucci and Roblox is just the beginning.

The Gucci Garden is a testament to the limitless potential of virtual experiences and the creative ways that brands can reach new audiences.

As a fashion brand, Gucci can learn more from other campaigns such as Ralph Lauren, Tommy Hilfiger, and Nike. These brands created their own virtual spaces to build long-lasting relationships with their customers. 

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