Gucci stated that they have opened a permanent digital space in Roblox, according to its statement. A virtual square, Gucci Town can be described as a shop selling Gucci products and a place where community members can meet and interact. In this way, users can earn money from the experience called GG Gems and buy virtual items.

Gucci Town is an extension of the brand's Metaverse and its experimental concept store, Vault, and Gucci, which wants to improve itself in this world, continues to develop its Gucci Town products with Roblox creators.

With Roblox, Gucci Town wants to create a permanent space with this project and demonstrates its commitment to the Metaverse concept. By creating spaces such as virtual cafes and art galleries, Gucci is experimenting with different spaces where it can take on retail experiences in the Metaverse universe, which is a combination of the real world and digital experiences.

In addition to being a meeting place, Gucci Town also wants to be a virtual store for the brand that increases revenue and participation in the digital world. Inspired by the brand's online concept store, Vault, the store will showcase product discounts and collaborations. Users will be able to buy and collect digital Gucci merchandise and dress their Roblox avatars in Gucci outfits.

With all these developments, Gucci has shown that it is possible to generate income in other ways, sell products in different ways, and interact with the consumer in various ways. Along with Gucci, budget-friendly brands such as GAP, American Eagle, and Forever 21 have joined Roblox's world to showcase their clothing and gamify fashion.