As gaming platforms capitalize on pandemic-fueled traffic to their digital worlds, brands that drive culture in the physical world are fighting to ensure they don’t miss any new opportunities. A new partnership between Roblox and Gucci brings digital items from the fashion house into the platform’s metaverse alongside a new limited-run digital experience.

Gucci’s new experience teams a set of virtual spaces with a set of digital branded items in an effort to immerse Roblox users inside a world that feels unique to the Gucci brand and Roblox platform. The new space, called Gucci Garden, debuts today for a two-week run on the Roblox platform.

The environment takes advantage of recent advances in the game engine powering Roblox, bringing users a high-dynamic set of environments that they can traverse as blank mannequins, which evolve visually as users move through different spaces. Different rooms in the experience draw…

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