For the next two weeks, the virtual realm of Roblox gets a dose of high fashion. Currently, fashion house Gucci has an artsy garden space, that will be available for Roblox users to explore from today through May 31. The space is designed as a virtual counterpart to a real installation called the Gucci Garden Archetypes, which takes place in Florence, Italy.
Both the virtual and IRL spaces are described as multimedia experiences, which are divided into a series of themed rooms with names such as ‘urban romanticism’ and ‘Tokyo tribe’. It all sounds pretty unreal. Here’s the official description of what you’ll be doing in the digital version:
Entering the Gucci Garden experience, visitors will throw off their avatars and become a neutral mannequin. Without gender or age, the mannequin symbolizes that we all start our journey through life as a blank canvas. Wandering through the different rooms, the mannequins of the visitors absorb elements of the exhibition. With each person experiencing the rooms in a different order and retaining different fragments of the spaces, they will emerge at the end of their journey as unique creations, reflecting the idea of individuals as one of many, yet completely unique.
It may sound like a strange combination, but over the past year, fashion and gaming have become much more closely linked. Burberry launched in-game outfits for a Chinese strategy game, Balenciaga created a post-apocalyptic world instead of a traditional runway show, and Louis Vuitton dressed a virtual hip-hop group consisting of League of Legends characters. In fact, this isn’t even Gucci’s first foray into space; the company previously made a pair of virtual sneakers.
Remember: Roblox is definitely not a video game.