When it comes to Roblox, Gucci is not playing around; Jordan Rose, founder and president of Rose Law Group, looks forward to Gucci’s Web3 creations

(Photo courtesy of Gucci)

By Maliha Shoaib, Maghan McDowell | Vogue Business

Gucci is back on Roblox, this time with a permanent digital Gucci Town. As well as appealing to players who compete for digital Gucci, Gucci is competing to understand virtual real estate.

Gucci Town on Roblox is centred around a circular virtual piazza surrounded by various buildings and spaces that encourage interactivity. This offers a first look at how Gucci Vault — the business unit that houses its Web3 efforts in addition to sales of vintage Gucci and products from independent brands — will be interpreted in the metaverse.

In a Gucci Vault building in Gucci Town, an oversized retro desktop computer mimics the look and feel of its preliminary Sandbox teasers. Here, larger-than-life vintage Blondie bags are on display; pop-ups share details on their provenance, including hints at the eventual ability to purchase the physical versions: “This handbag was selected by the creative director and vault archivists for its particularity, character and exceptional vintage condition,” one states. “It will arrive in tailor-made packaging.”


“Gucci, as a brand, has always set the trends in fashion and so it’s not surprising that they are leading couture to Web3.  As a Gucci aficionado, my avatar and I are personally excited to see what they are able to create when the imagination is the only limitation.”

Jordan Rose, Rose Law Group founder and president

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