New Product Launch and Digital Twins in the Metaverse: Gucci Ancora Fashion Show

In today’s increasingly interconnected world, the fashion industry is looking for innovative ways to engage and captivate a global audience, experimenting with emerging technologies to create unique and memorable brand experiences. At LFM, we love to keep up with innovation, which is why we decided to cover an emblematic example in our blog today, that of GUCCI.

One of the world’s most prestigious fashion houses, Gucci, has decided to explore the possibilities offered by the metaverse to launch its new products and present its latest collections.

THE SECTOR, THE PLATFORM AND THE STRATEGIC OBJECTIVES

Gucci, known for its boldness in blending the art of fashion with cutting-edge technology, chose Roblox as the platform for its latest experiment in the metaverse. The strategic objectives of the project included promoting the fashion show by creating “digital twins” of the outfits presented, engaging new generations familiar with gaming and virtual interaction, and enhancing the link between fashion and artistic expression. Through this approach, Gucci aimed to create a deeper connection with its audience, inviting them to actively participate in the metaverse event and explore the world of the brand in a new and engaging way.

🏭 COMPANIES INVOLVED

Gucci is an Italian fashion house active in the sectors of high fashion and luxury goods based in Florence

Roblox is an online gaming platform based on a game development system that allows users to program and play other users’ creations.

🎲 THE PROJECT

Coinciding with the first show under the new creative direction of Sabato De Sarno, Gucci’s “Dream Big” team — tasked with creating projects in Web3 — has devised an unprecedented metaverse experience.

Gucci has digitally replicated the real-life experience of the fashion show held in September 2023 on Roblox, maintaining the same theme of the show set in the streets surrounding the “Accademia di Brera” university of fine arts in Milan.

In fact, on Roblox, Gucci completely renovated Gucci Town, the virtual space opened in May 2022, renaming it Gucci Ancora, and the design replicated the Brera district of Milan, with a focus on creativity and artistic expression in the city.

To further reinforce the theme of expression through art, Gucci actually sponsored a gallery show open to the public. A new room filled with artwork was unveiled on Roblox, with interactive paintings that transformed into immersive challenges to unlock secret digital products.

🔎 THE RESULTS

The results of the project were:

• 8M+ visits
• 225K+ attended the exclusive Gucci Ancora Fashion Show event
• 52K+ like

CONCLUSIONS AND TAKEAWAYS

In conclusion, the Gucci Ancora project on Roblox represents a turning point for the fashion industry in its embrace of the metaverse, demonstrating the transformative potential of digital technologies in creating innovative and engaging brand experiences. Gucci’s ability to bring the magic of a real-life fashion show to a virtual environment has not only expanded the accessibility and participation of the event, but has also redefined the ways in which luxury brands interact with their audiences. The following takeaways offer valuable insights for the future of fashion and marketing in the metaverse:

1. Digital Twins and Brand Immersion: Gucci virtually replicated the physical show experience on Roblox, offering a digital version of the same that not only expanded the event’s reach but also allowed for greater immersion into the brand’s world. This approach highlights the importance of digital twins in the metaverse as a tool for brand engagement.
2. Exploring Art and Creativity: The Gucci Ancora experience on Roblox, inspired by the Brera neighborhood in Milan, highlighted how the metaverse can be used to explore themes of creativity and artistic expression, connecting the digital experience to real-world events and exhibitions. This approach reflects an innovative use of the metaverse to enrich and amplify the brand’s artistic and cultural initiatives.
3. Engagement through Gamification: The introduction of interactive elements, such as immersive challenges in the Gucci metaverse have created an engaging experience that goes beyond the simple viewing of content. Gamification, integrated into the virtual brand experience, can significantly increase audience engagement, encouraging active and sustained participation of users.