TORONTO , May 20, 2022 /CNW/ — Today Gap announced its next venture into the metaverse world; the global launch of a free virtual experience integrated with Club Roblox – a world of user-generated role-playing games based on Roblox and offering endless possibilities for individuality, inclusion and self-expression. Together with the game developers of SuperAwesome, a kidtech platform that provides a safe digital experience for young people around the world, Gap is implementing its iconic world into an enjoyable new digital experience for teens to empower them to explore their individual style and find new ways to express themselves freely.
Having designed the Club Roblox virtual store as if it were a store of the brand for teenagers, Gap thus allows access to a new game and new experiences within Club Roblox and gives the possibility to teenagers to discover the world of Gap in an enjoyable, social and immersive way. Players can participate in Gap Teen’s fashion show mini-game, Style Stage, which allows users to express their personal style by composing Gap Teen outfits according to different themes. Users can also take advantage of a juice bar and photo booth inside the store to take photos of their and their friends’ avatar Gap Teen outfits.
Gap Teen’s Style Stage virtual game is inspired by https://www.youtube.com/watch?v=zvJqBqPKdko Gap’s summer ad campaign , which was shot on a Miami Beach boardwalk to the sound of the song Jon Batiste’s award-winning “Freedom,” featuring, among other things, a beach, roller skates, skateboards, and skate ramps. Metaverse reproductions of the current Gap Teen collection will be featured, including summer essentials, loose ’90s denim, pocket tees, tank tops, iconic hoodies and versatile dresses.
This Roblox Club integration is Gap’s latest move to continue championing individual style and shaping cultures. The Roblox Club gives players the power and freedom to authentically express themselves through its virtual world, aligning with Gap’s core values of individuality and inclusion.
“We want teens to feel represented and connected in an inclusive Gap world through an immersive and unique fashion experience that gives them the freedom to discover their individual style and be themselves, both in the real world and in this rapidly growing digital universe,” said Mary Alderete, global head of marketing at Gap. By connecting with teens where they live and play at Club Roblox, we’re giving them another way to connect and express themselves in new ways. »
“This generation’s digital identity is quickly becoming as important to them as their real identity,” said Nick Walters, General Manager of SuperAwesome Gaming. We’re excited to bring our expertise in safe digital engagement with young audiences to help Gap launch a new, immersive experience that will let teens connect with their favorite fashion brand in Club Roblox. Just like with fashion in the real world, this partnership encourages players to be creative, express their digital identity and explore their unique style while having fun. »
This is Gap’s first foray into the world of Roblox, following its non-fungible token collaboration with legendary designer Dapper Dan. The company plans to continue experimenting and learning from this environment, to give people even more ways to express themselves.
Starting May 20, 2022, the Gap experience will be available worldwide through the Roblox Club and will cover all age groups. Check out: https://www.roblox.com/games/3457390032/ISLAND-HOUSE-Club-Roblox .
SOURCEGap Canada
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