Quick take:
- The virtual space aims to reflect the street culture that influenced Tommy Hilfiger.
- Visitors can play mini-games and collect “Tommy Coins” to trade for digital wearables.
- The wearables are inspired by real-world Tommy Hilfiger apparel.
Tommy Hilfiger has unveiled its new immersive community space on Roblox, named ‘Tommy Play’, an expansion of the fashion company’s presence in the metaverse.
The Brooklyn-inspired space aims to reflect the street culture that influenced Tommy Hilfiger through activities such as BMX bike riding and urban exploration of underground subway systems.
Visitors to the virtual space can play mini-games and participate in stunt competitions to win Tommy Hilfiger wearables. Players can also collect Tommy Coins which are scattered throughout the space and trade them for digital wearables like Tommy jeans, helmets, headphones and accessories.
Co-created with a number of Roblox community creators, including Blizzei, StrapCode and RynityRift, the digital wearables are inspired by real-world Tommy Hilfiger apparel and can be worn by in-game avatars.
“Roblox shares many of our brand values: inclusivity, diversity, creativity and – above all – a focus on community,” said Hilfiger, in a release. “We’re excited to meet Roblox users on their own terms and enrich their experiences within the platform, in engaging ways that we can’t do with traditional social platforms. Together with Roblox we’re continuing to build this world as we live in it, watching it come to life and co-creating for the next iteration to come.”
Tommy Play expands on Tommy Hilfiger’s debut on Roblox last December with a virtual collection of 30 digital wearables created in partnership with eight content designers in the Roblox community.
To celebrate the newly launched virtual space, Tommy Hilfiger’s gaming group ‘Team Tommy’ will be live-streaming a Roblox-based activation, ‘24 Hours of Team Tommy’, during which they will take viewers on a tour through the space, play games and dress their avatars.
Apart from Roblox, Tommy Hilfiger also has a metaverse presence on Decentraland where it showcased its Spring 2022 collection virtually during Metaverse Fashion Week on Decentraland. The fashion company also has a virtual retail store where people can shop for digital apparel to outfit their avatars on the metaverse platform.
While the biggest metaverse fashion event of the year was hosted on Decentraland, Roblox has become a popular platform for fashion brands to expand their reach to younger audiences. Last November, Nike unveiled Nikeland on Roblox and last December, Ralph Lauren introduced the Ralph Lauren Winter Escape on Roblox, a holiday-themed experience allowing visitors to discover the brand.
In May, Gucci built a permanent virtual space on Roblox, named ‘Gucci Town’, its second virtual space and fifth collaboration with the online gaming platform.
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