Singapore – Global clothing company H&M has announced the launch of its new immersive gaming experience called ‘Loooptopia’ on the popular online game platform Roblox. This follows the brand’s venture into the metaverse in November last year.
Made in partnership with metaverse studio Dubit, Loooptopia lets players experiment with materials and patterns in a playful way, creating the next virtual garment and wardrobe for their avatar.
In addition, it is an immersive 3D experience filled with social interaction, 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 fun, creative, and playful environment on the Roblox platform that’s connecting millions of people through immersive shared experiences, all while encouraging creativity and self-expression.
At the heart of this interactive world is a vibrant city square which sets the stage for visitors to embark on play sessions in visually stunning 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 compliment these with accessories, dance moves, music tracks and special effects to create an amazing 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.
Max Heirbaut, global head of brand experience for metaverse at H&M, said, “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.”
Meanwhile, Andrew Douthwaite, chief commercial officer at Dubit, commented, “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. 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.”
