In Florence, it’s capped by a ceiling on Roblox, it’s open to the sky, surrounded by forest and seeds flowers on visitor avatars. A pool room pays homage to the party scenes of Gucci Cruise 2020. In the Tokyo Tribe-themed maze, colourful zig-zag lights might become a patterned sleeve. As people progress through the spaces, their avatars absorb visual elements of each. Once inside the themed rooms, avatars are transformed into blank, genderless, humanoid-like mannequins that look unfamiliar to those who associate Roblox with rectangular, toylike figures. Visitors enter through a virtual lobby in which their avatars can view, try on and purchase digital Gucci items. Like the IRL version, the Gucci Garden on Roblox offers multiple themed rooms that pay homage to Gucci campaigns but also layers on features unrestrained by the laws of physics. The Gucci Garden is unveiling on 17 May on Roblox, the gaming platform initially popular among pre-teens that is expanding into a prominent metaverse platform for all.
Behold, a fantastical virtual Gucci Garden to wander through, offering immersion in the everything-goes universe of creative director Alessandro Michele. Now comes another Garden, open to the world and time-zone agnostic. First came the Gucci Garden Archetypes installation in the brand’s Florence palazzo, a physical recreation of 15 of Gucci’s most fantastical advertising campaign sets.
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