Last week, fashion designer Gucci (PPRUY  ) announced the launch of a persistent virtual space called "Gucci Town" as part of its larger presence of Roblox (RBLX  ). In Gucci Town, players will be able to participate in a variety of activities, such as space for mini-games, a cafe, and a virtual store where Gucci wear is available for purchase.

Some other features of this new virtual world known as Gucci Town will be art that can be made in the Creative Corner as well as access to the virtual Vault Plaza. In addition, users can browse around the Gucci Shop, which is where digital items such as Gucci Blondie bags can be bought.

"The starting point when designing the experience has always been the community," Nicolas Oudinot, Gucci's EVP of new businesses, told The Verge. "True to this, we envision the future developments as an open dialogue between Gucci and the recurring visitors. Emerging content creators and talents from the Roblox community will be on board, while we will infuse the ecosystem with new ideas and visual stimuli, as our creative messaging is forever in flux, evolving with the kaleidoscopic vision of creative director Alessandro Michele."

According to Gucci, over 20 million users played on the "Gucci Garden," which is a digital space that was created on the Roblox about a year ago. Although it was only available for about two weeks, the success of the new Gucci Town is anticipated to reach a pivotal level.

Gucci has also revealed that it came out with its own global gaming academy while partnering with Faceit and the World Health Organization. This move will signify the very first educational game that was started by a popular fashion brand.

On top of the Roblox digital world, Gucci has planned to partner with esports company Thieves for a backpack as well as Microsoft (MSFT  ) for an Xbox. These moves likely mark the beginning of a new chapter for Gucci, and will enable it to gain much more renown in the future, both in the digital space and for brick-and-mortar.