As part of the marketing push for Gucci Beauty’s Flora Gorgeous Jasmine product, Miley Cyrus will be joining the metaverse as an interactive avatar in Roblox Gucci Town. For the duration of the in-game event, players of Gucci Town will be able to converse with Miley’s character and take part in quests and minigames to acquire exclusive cosmetic items related to the fragrance.
What is Roblox Gucci Town?
Gucci Town is a major Roblox experience commercial tie-in with the famous global fashion brand. It spun off from when the two companies collaborated on a virtual Gucci Garden experience in May 2021. The Gucci Garden Roblox experience was part of the celebration of Gucci’s 100th anniversary. This coincided with the House of Gucci Garden Experience, which was held in Florence, Italy around the same time.
The Gucci Garden Roblox experience was only a 2-week limited time event, but it was very successful. Based on the statistics provided by Roblox and Gucci, the Gucci Garden experience reached up to 20 million visitors.
This led to further collaborations for 2022. The first of these was the Achille Lauro Superstar featuring Gucci virtual concert on February 26, 2022. The virtual concert Roblox experience had Gucci x Achille Lauro avatar set items available for purchase as Roblox cosmetic merchandise, prizes, and limited items.
The second of these exclusive Gucci Roblox experiences was Gucci Town. Beginning on May 27, 2022, Gucci Town is actually a persistent simulation. Players can play minigames and quests in exchange for in-game currency called GG Gems. These can be traded in for cosmetics with the Gucci brand. Other activities available in Gucci Town includes creating art pieces, as well as an interactive learning experience centered on the House of Gucci’s history.
Miley Cyrus in Gucci Town
As the brand ambassador for Gucci Beauty’s Flora Gorgeous Jasmine Eau de Parfum, the Miley Cyrus avatar will direct Gucci Town players to the challenges in order to complete the scavenger hunt mentioned. Plus, the virtual Gucci store found in this Roblox experience will also be selling the Flora Gorgeous Jasmine bottles as a cosmetic backpack which can be worn in other Roblox instances.
While Miley Cyrus is the first celebrity in Gucci Town, she is not the first global artist to have a tie-in event on the Roblox platform. Earlier in February, DJ David Guetta held a virtual concert, partnering between Roblox, Wonder Works Studios, and Warner Music Group. Other musical artists that had tie-in Roblox experiences include Twenty One Pilots, Zara Larsson, Tai Verdes, George Ezra, and Lil Nas X. Lil Nas X is of particular note, as the artist shot to fame after collaborating with Billy Ray Cyrus (Miley’s father) for the remix to Old Town Road.
The official Gucci Town Roblox experience page announced the arrival of Miley Cyrus on August 4:
Our special guest, Miley Cyrus is in Gucci Town to celebrate the new Gucci Flora Gorgeous Jasmine Eau de Parfum. The joyful essence of Flora has bloomed in Gucci Town. Snap a photo with Miley in Selfie Way, visit the new pop-up in the Gucci Store, and try out the new scavenger hunt!
Note that the Gucci Flora Gorgeous Jasmine event with Miley Cyrus is a limited time event. However, it is not specified when the event ends.
You can also check our detailed guide on getting cool swag, exclusive freebies, promo code lists and redemption instructions for the Gucci Town Roblox experience.