Gucci’s Milan Fashion Week Show Premieres in The Metaverse
Gucci’s “Dream Big” division, dedicated to exploring Web3 and metaverse initiatives, has conjured a pioneering metaverse experience to go with the fashion brand’s debut showcase under a new designer. The show, led by Sabato De Sarno, Gucci’s recently appointed Creative Director, premiered at Milan Fashion Week on Friday, September 22. Spanning across three major metaverse platforms, Gucci rolled out three unique virtual experiences. The event, dubbed “Gucci Ancora” — translating to “encore” — was initially visualized in the vicinity of the esteemed Accademia di Brera. Within Roblox, Gucci has revamped the “Gucci Town” space, first introduced in May 2022. Now rebranded as “Gucci Ancora,” the updated design draws inspiration from Milan’s Brera district, emphasizing the city’s artistic vibrancy. One of the interactive rooms features transformative artwork, leading to interactive tasks that unravel parts of the show and offer hidden treasures and portals. According to the Roblox website, limited-edition rewards can be “earned by playing all three mini-games within this creative neighborhood where art and fashion come together.”
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