Gap is working with kidtech platform, SuperAwesome to bring a free virtual reality experience to Club Roblox, a role-playing world within the Roblox platform. Club Roblox’s virtual Gap Teen store acts as a portal to a new game and other immersive experiences.
The new experience includes the Style Stage mini-game, which features looks inspired by Gap’s summer ad campaign. According to the press release, Style Stage “tasks users to channel their own personal style in Gap Teen outfits with different themes.” Gap aims to offer an engaging experience in which teens feel comfortable being their authentic selves.
“We want Gap Teens to feel represented and connected in an inclusive Gap world with an immersive and unique fashion experience that gives them the freedom to experiment with their individual style and be their true selves, both IRL and in this rapidly growing digital universe,” Mary Alderete, global head of Gap marketing said in the press release. “Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way.”
Fashion Brands In Roblox
Gap isn’t the only famous clothing brand to join the Roblox metaverse. Roblox hosts the Forever 21 Shop City. Additionally, the platform partnered with Ralph Lauren for a holiday event in December 2021.
“This generation’s digital identity is quickly becoming as important to them as their identity in real life,” added Managing Director of SuperAwesome Gaming, Nick Walters. “We are excited to bring our expertise in safe digital engagement with young audiences to help Gap launch a new immersive experience that will allow teens to connect with their favorite fashion brand in Club Roblox. Just as with IRL fashion, this partnership encourages players to be creative, express their digital identity and explore their unique style while having fun.”
In addition to the game, users can also visit a virtual juice bar and have their avatar’s photo taken with friends in a virtual photo booth. The Gap experience launched globally on May 20th.