Luxury fashion house Dolce & Gabbana is venturing into the Metaverse with a new Roblox location called Light Blue Island. Designed to help the brand connect authentically with younger audiences, the new Roblox experience invites players to complete a series of missions that span across the island’s picturesque views. Along the way players can collect key fragrance ingredients that will help them craft the four new Light Blue and Light Blue Capri In Love scents.

The Dolce & Gabbana Light Blue Island reflects a growing industry trend that sees businesses venture into the online space to connect with Gen Z consumers, a generation known for its online presence. Interested parties can visit the Roblox website to experience it.

Image Credit: Dolce & Gabbana