To mark its 100th anniversary, Gucci decided to collaborate with gaming platform Roblox for launching an immersive virtual multimedia experience. The luxury brand unveiled the ‘Gucci Garden’ in Florence alongside their physical exhibition ‘Gucci Garden Archetypes’. The digital fashion experience is open to everyone and will feature a myriad of the creative director, Alessandro Michele’s vision. Gucci is set to present 15 of its most gripping advertising campaigns that were conducted under the creative director’s wing in the past decade.

Upon entering the virtual garden, the audience is transformed into a digital avatar that looks like a genderless and ageless mannequin. Afterwards, the guests embark on a conceptual journey through a range of themed rooms, taking in elements of the exhibition and eventually turning themselves into individual artworks. Moreover, they can also purchase a boutique of limited edition avatars from Gucci as well. The gaming platform Roblox formed a one of a kind experience integrating a variety of unique Gucci items for this platinum anniversary.