Within the Roblox online game platform, Gucci created a virtual experience called Gucci Garden and it recreates a real-world multimedia installation from the luxury brand. While not everyone will be able to visit the actual installation set up at Gucci Palace in Florence, Italy for the brand's 100th anniversary, the Gucci Garden Archetypes offers a much more accessible way to appreciate the design.
Last year, Gucci partnered with Roblox to release rare virtual accessories on the platform and now, players can immerse themselves within an art installation. Morgan Tucker, Roblox senior director of product, told Vogue Business that the metaverse experience has "a level of immersion that would match, if not exceed, what you see in the real world, and really pushes the limits of what the platform is capable of."
Virtual Luxury Exhibits
Gucci Garden Archetypes is a Virtual Experience on Roblox
Trend Themes
1. Virtual Luxury Exhibits - Virtual luxury exhibits are becoming increasingly popular, offering a more accessible way to appreciate design and art installations from luxury brands.
2. Metaverse Experiences - The metaverse experience is growing in popularity, offering hyper-realistic immersion that can match or exceed what is seen in the real world, presenting opportunities for brands to create unique experiences.
3. Collaborations with Gaming Platforms - Collaborating with gaming platforms allows for brands to expand their reach and connect with younger audiences in new and innovative ways.
Industry Implications
1. Luxury Goods - The luxury goods industry has the opportunity to create virtual exhibits that showcase their designs and brand history in an interactive way, appealing to a wider audience.
2. Gaming - Gaming companies have the chance to collaborate with luxury brands to create unique virtual experiences that provide a new level of immersion for their players.
3. Art - The art industry can benefit from virtual exhibits that allow for a broader audience to appreciate their exhibits, while also pushing the limits of what is possible in terms of exhibition design and interactivity.