The news: Gucci has launched Gucci Town, an ongoing experience on immersive gaming platform Roblox, per Marketing Dive.
More on this: Gucci Town builds on the luxury icon’s previous metaverse campaigns as well as Vault, its concept store. It includes a Creative Corner, an exhibition space, a Power-Up Place for community members to hang out together, and of course, a virtual Gucci shop.
What it means: Roblox will be unable to scale as a platform if every brand that runs an experience on the platform is a one-off. Gucci’s doubling down on a platform like Roblox suggests its initial “test and learn” met or beat expectations.