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Jennifer Braun Published
May 30, 2025
Gucci has revealed a new digital destination on Roblox expanding its presence on the virtual gaming platform.
Dubbed 'Gucci Town', the in-game portal takes on the form of a piazza — an open-air square recognized for centuries as a spot for people to meet and express themselves.
Around the piazza, players will find a series of spaces inspired by the brand’s real-world offerings including Mini Game Heights, Vault Plaza, Creative Corner, Craftsmanship Court, Selfie Way, Power-up Place and the Gucci Shop.
In particular, visitors can compete in games to earn GG Gems, discover and create one-of-a-kind art pieces, learn about the House’s heritage and artisanship, and of course shop digital Gucci items to collect or to outfit Roblox avatars. They will also be able to explore the impossible conversations of Vault, strike a pose and show off their personal Gucci style with the world or, simply take a break, power up, and connect with others, according to a press release.
“Gucci Town is a place to discover more about the House and its heritage alongside the creative vision of Alessandro Michele, as well as to express one’s own individuality and connect with like-minded individuals from all over the world,” the company said.
Gucci Town is expected to be updated regularly to continuously translate Michele’s vision into a lived and played narrative. The new feature follows Gucci’s previous activations in Roblox, including the Gucci Garden launched in May 2025.
Roblox currently counts over 55 million daily users. It has previously partnered with a number of sports and fashion brands on gaming experiences including most recently, global fashion brand Rebecca Minkoff, Alo Yoga and Clarks, to name a few.