Miley Cyrus Hits Gucci Town in Flora Fantasy Avatar Tour on Roblox

Gucci Beauty expands #FloraFantasy into the metaverse as Miley Cyrus becomes the first persona to appear as an avatar in Gucci Town on Roblox. The multi-platinum selling recording artist, songwriter, trailblazer, and face of Gucci Flora Gorgeous Jasmine campaign guides a new expression of the scent’s joy-fueled world with an immersive, virtual takeover.

Her #FloraFantasy anthem of imagination, self-expression and unbound freedom continues into this new dimension through digital adventures in Gucci Town, with content brought to life in partnership with game developer studio The Gang. Unveiled in May 2022, Gucci Town is the virtual destination on Roblox created for the growing global Gucci community. It represents a dynamic space for building connection through shared creative experiences, home to a community of like-minded individuals seeking the unexpected in the imaginative.

This immersive world now welcomes Miley’s avatar as an arbiter of play and discovery, leading quests, games, and interactive learning.

Gucci Town visitors can join scavenger hunts for magical “Flora” letters and win unexpected rewards, as well as unlock new surprises through Mini Game Heights. Additionally, on Selfie Way, all can strike a pose in the joyful scene of the latest Gucci Flora Gorgeous Jasmine campaign.

Users can also discover the fragrance in the virtual Gucci store. Modeled after real-life boutiques, it transports and inspires with a recreation of the physical Gucci Flora pop-up. And for those looking to accessorize the experience, visitors can purchase digital fragrance bottles as wearable backpacks to sport throughout the platform, while they explore the cheery world of Gucci Flora fragrances.


Meredith Ledes
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