Gaming : playground for Gucci


As the e-sports phenomenon reaches more and more 15-35-year-olds, many luxury brands are getting closer to this promising field. Partnerships between luxury houses and video games are multiplying, and the Italian firm Gucci is not to be outdone. Recently, the brand collaborated with Roblox, a successful online free-to-play game.
After its recent collaboration with another free-to-play game, League of Legends, Gucci unveils its digital garden on the game Roblox. The Italian fashion house decided to partner with the game on the occasion of its exhibition at the Gucci Garden in Florence, Archetypes rankhaya.com.
This exhibition, which looks like a retrospective, looks back on six years of Gucci advertising campaigns under the artistic direction of Alessandro Michele. It is possible to participate in this presentation from home, with the help of an audio guide.
Inside the new #GucciGarden Archetypes exhibit in Florence, the room dedicated to the #InBloom campaign is charged with the floral accents of Gucci Bloom. #AlessandroMichele pic.twitter.com/eerJhyorgy
— gucci (@gucci) May 16, 2021
With its partnership with Roblox, the brand offers many “skins“, clothes, and other cosmetics signed by Gucci and designed by the developer Rook Vanguard, to accessorize its online character, available in an exclusive store. Some players are willing to spend a fortune to acquire these luxury items, and the high fashion houses have understood this.
Gucci, at the forefront of these partnerships between luxury brands and video games, has already collaborated with various video games. These include The Sims, where the fourth edition of the game saw the brand integrate its line of clothing or accessories to style its avatars.
The sports game Tennis Clash has also seen Gucci interfere in its universe. Tennis avatars have the possibility to wear outfits available on the real e-shop of the luxury firm, such as Gucci Tennis 1977 sneakers. A great way to send your best backhand on the tennis court, which is also decorated with the Gucci logo.
This trend has strongly progressed during the different confinements and many luxury houses, such as Louis Vuitton, Valentino, or Marc Jacobs, are getting closer to this communication vector, which offers them the opportunity to reach a younger and different audience.
“Discover Gucci, enter the world of luxury fashion and experience a unique interactive virtual exhibition inspired by the Gucci Garden, a living, collaborative and creative space in Florence, Italy. Begin your journey by walking through the arched doorway. To celebrate the more than 1 million visitors, we are offering the community a brand new virtual item created by Rook Vanguard, now available in the Gucci Garden experience. Find it now !“, the brand said when logging into the online platform.
The online platform has already generated more than one million visits after its launch on May 17. To discover the Gucci gardens and their interactive galleries, go here.
Read also > LUXURY WATCHMAKING: TIME FOR E-SPORTS
Featured photo : © Gucci
What's Your Reaction?

[EN] CLAIRE DOMERGUE, A SPECIALIST IN COMMUNICATION IN THE LUXURY SECTOR, HAS SURROUNDED HERSELF WITH EXPERTS TO CREATE THE FIRST MEDIA DEDICATED TO THE ECONOMIC NEWS OF LUXURY AND FASHION. THE LATTER DRAWS THE ATTENTION OF ITS READERS TO ALL THE MAJOR PLAYERS IN THESE SECTORS WHO SHARE THEIR EXPERIENCES, VISIONS AND KNOW-HOW. MORE THAN A SPECIALIZED WEBZINE, LUXUS PLUS IS A MULTI-SECTOR INFORMATION SYSTEM, WHICH HAS BECOME THE REFERENCE MONITORING TOOL FOR LUXURY AND FASHION PROFESSIONALS. OUR NEWSLETTERS CONTRIBUTE TO MAKE OUR READERS AWARE OF THE CHANGES AFFECTING THE LUXURY INDUSTRIES. THANKS TO AN INCREASED WATCH AND AN EXCELLENT KNOWLEDGE OF THE SECTOR, WE ARE INTERESTED IN THE MAIN ECONOMIC AND TECHNOLOGICAL STAKES OF FASHION, FINE WATCHMAKING, JEWELRY, GASTRONOMY, COSMETICS, PERFUMES, HOTELS, PRESTIGIOUS REAL ESTATE...********[FR] Claire Domergue, spécialiste de la communication dans le secteur du luxe, s’est entourée d’experts pour créer le premier média consacré à l’actualité économique du Luxe et de la mode. Ce dernier attire tout particulièrement l’attention de ses lecteurs sur l’ensemble des acteurs majeurs de ces secteurs qui y partagent leurs expériences, visions et savoir-faire. Plus qu’un webzine spécialisé, Luxus Plus est un système d’information multi-sectoriel, devenu l’outil de veille de référence pour les professionnels du luxe et de la mode. Nos newsletters de veille contribuent en effet à sensibiliser nos lecteurs aux mutations qui touchent les industries du luxe. Grâce à une veille accrue et à une excellente connaissance du secteur, nous nous intéressons aux principaux enjeux économiques et technologiques de la mode, la haute horlogerie, la joaillerie, la gastronomie, des cosmétiques, parfums, de l’hôtellerie, l’immobilier de prestige…