Gap has announced the global launch of a virtual, no-purchase experience integrated with Club Roblox – a user-generated role-playing game world built on Roblox with limitless possibilities for individuality, inclusion, and self-expression. The company is bringing its iconic world to life in a fun new digital experience for teens to explore their personal style and find new ways to freely express themselves, in collaboration with the game developers at SuperAwesome, a kidtech platform that enables safe digital engagement with young audiences around the world.
Gap has designed the Roblox Club virtual store to be its own Gap Teen store, serving as a portal for new gameplay and experiences within Roblox Club, bringing teens into the Gap world in a fun, social, and immersive way
Style Stage, Gap Teen’s fashion show mini-game, allows users to channel their own personal style into different themed Gap Teen outfits. Users can also use the store’s juice bar and photobooth to take photos of their avatar’s Gap Teen outfits, as well as those of their friends.
The Gap Teen Virtual Style Stage was inspired by Gap’s summer ad campaign, which was shot on a Miami Beach boardwalk to the sound of Jon Batiste’s award-winning song, “Freedom,” and featured a beach, roller skates, skateboards, skate ramps, and other elements. Summer essentials such as ’90s loose denim, pocket tees, and tank tops, as well as iconic logo hoodies and versatile dresses, will be featured as metaverse replicas of the current Gap Teen collection.
The company’s latest initiative to continue championing individual style and shaping cultures is the integration of Club Roblox. Club Roblox empowers and liberates players to authentically express themselves in its virtual world, in keeping with Gap’s core values of individuality and inclusion.
“We want Gap teens to feel represented and connected in an inclusive Gap world,” said Mary Alderete, global head of marketing for Gap. “Involving teens where they live and play in Club Roblox gives them a new way to socialize and express themselves.”
For MetaNews.