gucci celebrates 100th anniversary with interactive virtual garden experience on roblox

in celebration of its 100th anniversary, gucci has collaborated with gaming platform roblox to launch a virtual experience based on ‘gucci garden’, its multi-space in florence. the digital fashion experience is open to everyone for the next two weeks and takes place alongside ‘archetypes’, the physical exhibition that is now set up in florence. upon entering the ‘virtual gucci garden’, each visitor transforms into a digital avatar that takes shape as a genderless and ageless mannequin. all images courtesy of gucci

virtual exhibition via roblox

available via roblox, the digital exhibition hosts a visually sensational series of scenes with dynamic textures and patterns for each visitor’s mannequin. guests start a conceptual journey through a range of themed rooms, each generating spaces from alessandro michele’s campaigns — gucci’s fashion designer and director. walking into the different rooms, guests’ mannequins absorb elements of the exhibition turning themselves into individual digital artworks that appear as one-of-a-kind creations. meanwhile, they can explore and purchase a boutique of limited-edition avatar items from gucci.mannequin without gender or age

the gaming platform roblox has formed an experience that includes limited-edition virtual items inspired by the room dedicated to the gucci bloom campaign. floral accents cover the furniture while flowers overflow the room. moreover, through the navigation, viewers watch their avatars taking form in vivid colors, patterns, and special effects while enjoying exclusive gucci virtual items.virtual gucci garden

alongside the interactive virtual gucci garden, the fashion house exhibits ‘archetypes’, a physical immersive multimedia experience that explores its unique creative concept. when approaching the entrance, guests are greeted by a control room covered by 30 screens showcasing memories from the campaigns presented in the following rooms. glimpses of los angeles, berlin and tokyo alternate with visions of charming gardens and intergalactic scenes – parallel worlds to be explored.avatar take form in vivid colors and patterns

the gucci garden archetypes duplicates rooms from michele’s campaigns, including ‘urban romanticism’ fall-winter 2015, ‘the dionysus dance’ cruise 2016, and ‘rebellious romantics’ spring-summer 2016. ‘I thought it was interesting to accompany people in these first six years of adventure, inviting them to cross the imaginary, the narrative, the unexpected, the glitter. so, I created a playground of emotions that are the same as in the campaigns, because they are the most explicit journey into my imagery,’ notes michele.

floral accents and flowers in the virtual experience