ROBLOX GUCCI GARDEN
In May 2021 video game ecosystem Roblox hosted a virtual space called ‘Gucci Garden’ to celebrate the brand’s 100th Birthday. For two weeks players could visit a virtual exhibition crated by Gucci. While moving through the different rooms in randomized order, they could explore personalized patterns and textures on their mannequins. The project is only one of many of Gucci’S innovative initiative building on new technologies. Another example is the brands plan to ramp up non-fungible token (NFT) offerings by partnering with the blockchain-savvy avatar studio Genies.
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