Ralph Lauren brings digital apparel and a new winter-themed destination to the virtual world.
Christina Wootton, Roblox’s vice president of global brand partnerships, described it as a “heartwarming holiday experience” that allows people to socialize with friends and indulge in a Ralph Lauren-designed environment. “Ralph’s vision has always been about stepping into the world of your dreams, and the metaverse enables us to bring this vision to life for next-generation consumers in powerful new ways,” Patrice Louvet, Ralph Lauren’s chief executive officer, told WWD.
To develop this latest experience, the brand worked with Roblox community developer Funomena, a game design and development studio. “Our community developers have created a unique experience with custom textures for a realistic winter nature backdrop where anyone can try exclusive fashion items and even influence what this environment looks like based on their participation and daily voting results,” Wootton elaborated. It’s a great example of the sort of innovation and collaboration that’s possible in Roblox, Wootton added.
That matters for brands like Ralph Lauren. As Louvet explained, “We are as meticulous about the digital expression of our brand as we are with any other medium — it must be consistent, elevated and representative of the unique Ralph Lauren lifestyle — and I think you will see that in our work across digital and 3D media from Bitmoji to Zepeto, G2 esports and, now, Roblox.”
“We are learning from our early work in the metaverse, and we are excited about its potential and how Ralph Lauren is playing a leadership role in this area.”Tags
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