Inside Gucci Town, the Fashion House’s New Interactive Neighborhood in the Metaverse

The permanent space features a cafe, exhibition spaces and a gaming zone, organized around a piazza shaped like the brand's logo.

To help those connections happen, Gucci broadened the town’s activities beyond shopping. A portal in the town will transport you to an area called Mini Game Heights, where you can compete in a variety of challenges including Tile Takeover and Rising tides to keep the experience fun and upbeat. The virtual neighborhood also houses a Creative Corner where you make your own virtual artworks using special patterns, colors and shapes.

Gucci Town follows an ongoing list of virtual communities recently introduced by other high-end fashion labels. Ralph Lauren, for example, launched alast year that gave users access to an entire winter-themed collection of sportswear pieces. Balenciaga and Fornite’s collaboration made headlines for offering some merchandise in the game and in the real world. Which is fitting, considering the line between our real and virtual lives is getting blurrier every day.

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