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Miley Cyrus becomes initial Gucci Town guest in Roblox

The “Party in the USA” singer has officially stepped onto the Metaverse. Miley Cyrus has signed on to be the initial official guest in Gucci Town, a part of Roblox. Cyrus will promote Gucci Flora fragrance, that, as in real-life, inspires an immersive experience which involves scavenger hunts, quests, and more.

Gucci Flora is a digital wearable which customers can buy using “Robux”, the Metaverse’s in-game currency. The perfume will be available in the pop-up shop and virtual store in Gucci Town, and Roblox users can carry the fragrance with their avatars while playing the game.

During activation, Cyrus will lead various scavenger hunts and quests in Gucci Town. Gucci rewards the winners of these games, though the company has not yet revealed the prizes. Previously, Gucci has released digital products to players who complete a special number of quests or reach certain milestones.

Maintaining the ultra-modern theme, users can take selfies with Cyrus’ avatar if they wish. In addition, they can visit a center to learn more about the fragrance. It is unclear what effect using it will have on the avatar. Estée Lauder created a similar “digital perfume” for Decentraland’s Fashion Week previously in the current year, giving users a radiant, glowing avatar when they applied for it.

This is Cyrus’ first entry to Web3. However, he is in good company. Over the past year, many celebrities and athletes have entered the fledgling space, including Jason Derulo, Charli XCX, and Ariana Grande, all of whom have performed digitally

Gucci makes waves in Web3

Gucci, the creator of the before mentioned Gucci Town, has made big bets on Web3 exploration. Below are three of the stories covered about the fashion house, Cryptocurrency, NFT, and the Metaverse.

Lately, Gucci made a splash when it became the initial major brand to accept ApeCoin at US. The move came after the company revealed that it would be accepting eleven cryptocurrencies, like Bitcoin and ETH.

A few months ago, the fashion house released a digital art series named “The Next 100 Years of Gucci” The NFT collection celebrated Gucci’s past and looked to its future, featuring artists such as Drew Young and Aliendope in the process.

Finally, there was the opening of Gucci Town in Roblox months ago. The fashion house team modeled the Metaverse experience after a traditional Italian square and involved different types of games like “Selfie Way”.

The news of Miley Cyrus becoming the first official Gucci Town guest is sure to be appealing, and with the amount of buzz Gucci has made in the Web 3 space in the current year, it looks like it’s not going to stop anytime soon.

About Humano

He is a freelance writer based in Turkey. He loves NFTs, football, film and technology.

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