Gucci x Vans Launch Digital Scavenger Hunt in Roblox Metaverse

Gucci is once again lending its luxury name to a genre bending collaboration, this time working with Vans on an entire campaign that aims to push the envelope on Gucci’s digital footprint with a Roblox exclusive activity.

The Gucci x Vans partnership debuted last month with up-cycled rhinestone-adorned kicks, bearing a Gucci-appropriate price tag and after already branching out into the real world, Gucci and Vans are now taking their wares to the wonderful world of Roblox, where users can virtually obtain shoes and bags that are accessible through an in-game scavenger hunt.

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Vans and Gucci have been respectively active on Roblox since 2021 and 2022, each boasting their own plots of land which are now being co-joined as part of the scavenger hunt in the Gucci Town Vans World Update.

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Gucci last set up shop in the Roblox sphere to showcase its Garden campaign, which resulted in digital bags ’retailing’ at 475 Robux (Roblox’s in-game currency, which equates to approximately $6), the bags were only available in limited quantities for one hour and ended up reselling for over $4k USD - which is actually more expensive than the same bag in the physical world.

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Gucci’s latest Roblox exhibition with Vans is open til May 13th with plenty of achievements and collectibles up for grabs.

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Head over to Roblox for more information.