Sweden's H&M offers immersive gaming experience on Roblox

The H&M Loooptopia Experience on Roblox is an immersive 3D experience filled with social interactions, engaging environments, mini-games, styling sessions, alternate worlds, events, and more. It allows users to experiment with their digital identity and learn about fashion and circularity in a creative environment on the Roblox platform, according to a press release by H&M.

“People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds. The H&M Loooptopia Experience on Roblox is now allowing us to explore new ways to engage with our current and new customers in the places they love to be, both online and offline,” said Linda Li, head of customer activation and marketing, H&M Americas. “In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

“We loved collaborating with H&M to build the H&M Loooptopia Experience on Roblox, the place on Roblox where anybody can be a fashion designer,” said Andrew Douthwaite, chief commercial officer, Dubit. “H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of style, creativity, and culture. It’s been amazing to see the concept evolve from the initial design and workshop through to this iconic launch.”

At the heart of this interactive world is a vibrant city square which sets the stage for visitors to embark on play sessions in alternate worlds like Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. In these environments, users can gather a variety of fashion ingredients by engaging in mini-games, styling sessions, live-events, and more.

Users can style their avatar with newly created clothes, and complement these with accessories, dance moves, music tracks, and special effects for their performance on the runway. They can also catch up with friends to trade clothes, take selfies, or just admire each other’s latest creations. When it’s time to change up a style, they can recycle old clothes to earn super-rare elements and become the star of the runway show, added the release.

“At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen. H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and lets players create and evolve their virtual wardrobe on Roblox, so they can feel the most like themselves through their avatar,” said Max Heirbaut, global head of brand experience, metaverse, for H&M.

Fibre2Fashion News Desk (NB)