GUCCI TOWN
Client
Gucci
Branded experience on Roblox.
Year
2022-2023
My Role
Project Manager
01. About Gucci Town
Gucci Town is a branded experience on Roblox designed to introduce Gen Z and Gen Alpha to the world of Gucci, one of the most iconic fashion houses in the world. The immersive environment blends heritage with innovation, offering interactive mini-games, opportunities for creative expression, and high-profile collaborations with artists like Miley Cyrus and Elton John, as well as footballer Jack Grealish. Gucci has also successfully launched a selection of its most iconic items on the platform, including classic handbags and signature clothing pieces.
02. Scope of Project
I was the Project Manager that led the end-to-end production of the 2022 relaunch of Gucci Town on Roblox. I oversaw a cross-functional team of 10+ developers and coordinated efforts across teams in Europe and North America. Following the successful relaunch, I continued to manage ongoing updates for over 1.5 years, delivering digital campaigns and UGC-driven product launches that kept Gucci Town dynamic, relevant, and aligned with the brand’s evolving creative direction.
03. Responsibilities & Leadership
End-to-end Project Ownership
Lead the full lifecycle of Gucci’s branded gaming experiences on Roblox, from initial concept through launch and live operations, ensuring alignment with both gameplay goals and brand strategy.
Milestone & Release Planning
Defined production milestones, tracked deliverables, and managed go-live dates, often working within fixed timelines driven by marketing campaigns, product drops, or global events.
Client & Brand Partner Management
Acted as the primary liaison between The Gang teams and Gucci and their partners, managing expectations and ensuring brand integrity across all touchpoints.
Budget & Resource Planning
Forecasted and managed project budgets, ensuring that resources are allocated efficiently across departments and deliverables.
Cross-Functional Team Leadership
Coordinated efforts across design, development, art, QA, marketing, and brand teams to deliver cohesive and engaging branded experiences.
Stakeholder Communication & Reporting
Delivered regular status updates and performance insights to internal leadership and external brand partners, highlighting progress, KPIs, and impact.
IP & Brand Sensitivity Oversight
Ensured that all in-game content, features, and visuals align with brand guidelines and preserve the integrity of partner IPs.
Campaign & LiveOps Management
Aligned in-game activations with cross-channel campaigns,ensuring seamless cross-channel experiences; led agile workflows and live content updates.
04. Creative Execution &
Brand Sensitivity
Working with Gucci required a deep understanding of their brand values, creative standards, and high expectations for quality. Every aspect of the Roblox experience, from visual assets and world design to language and tone, needed to reflect the brand's heritage with precision and care. To ensure this, I led structured planning and ongoing feedback loops in close collaboration with the Gucci team.
The fast-paced nature of the Roblox platform demands agility, with campaign goals and creative direction sometimes shifting overnight. As the central point of coordination, I maintained daily communication with Gucci, fostering a close relationship built on trust and transparency. This allowed us to uphold brand integrity while leveraging our platform expertise to evolve their presence in the digital space.
05. Results & Outcomes
Gucci was among the first fashion pioneers to enter the digital space through Roblox, creating innovative and immersive experiences that resonated with younger audiences.
Their relaunch on the platform proved highly successful, engaging millions of users within just a few months and setting a benchmark for how luxury fashion can thrive in virtual environments.
Peak Concurrent Users
24k
First 6 months
Social Reach (Organic)
698.7M
First 6 months
Unique users
11.6M
First 6 months
Total visits
37.7M
First 6 months