December 7, 2023 – Today, on the heels of six Grammy® nominations for her sophomore album GUTS, Olivia Rodrigo, Interscope Geffen A&M Records and Sawhorse Productions opened up the artist’s very own virtual house on Roblox, the global immersive platform for communication and connection.
The immersive experience, titled PARTY!!! at Olivia’s Place, welcomes fans into Olivia’s virtual home packed with recognizable scenes and Easter eggs from her music videos. It also offers fans access to her digital closet where they can shop her iconic looks, and even dance with Olivia’s avatar.
“I’m excited for fans to have a space where they can get together, hang out, have fun and be themselves,” said Rodrigo.
Inside PARTY!!! at Olivia’s Place, fans can shop digital recreations of Olivia’s iconic physical looks, including her trademark GUTS necklace, her signature braided pigtail hair, the bold red two-piece from her 2023 VMA performance, and the cheerleading outfit from “good 4 u.” Fans can hang out and be a part of Olivia’s world – from going wild in a living room party inspired by her “bad idea right?” video and picking their favorite Olivia tracks, to trying out her signature dance moves – called “emotes” – in a virtual version of Olivia’s home sound studio.
According to Roblox’s 2023 trend report focused on digital expression, over half (56%) of Gen Z users say styling their avatar is now more important to them than physical style, at least 1 in 4 say their digital closets are inspired by real world celebrities, and nearly half (49%) say they prefer to shop with friends in the metaverse instead of on their own.
Following these findings, PARTY!!! at Olivia’s expands self-expression on the platform with new digital fashion styles and emotes, along with a unique social shopping experience for her fans in her virtual home setting.
“We wanted to create the perfect place for fans to hang out and really immerse themselves in Olivia’s world,” said Sawhorse Co-founder and Head of Interactive, Nic Hill. “We thought – what better way than to invite them to the coolest afterparty, inside a virtual version of Olivia’s house, where they can explore, socialize, shop and more.We worked with Olivia on the fashion, music, and vibe to get every detail right – down to the posters on the walls – to create an authentic space her fans are going to absolutely freak out about.”
And just like Olivia engaged fans with a hidden track list reveal for the GUTS album, visitors to PARTY!!! at Olivia’s Place can embark on an immersive virtual scavenger hunt for special digital items inspired by each track.
The immersive 3D experience was developed by Sawhorse Productions, the creative development studio behind many immersive experiences on Roblox like Elton John’s Yellow Brick Road, Karlie Kloss’ Fashion Klossette, Paris Hilton’s Slivingland, the Hunger Games’ Academy Adventures, Tommy Hilfiger’s Tommy Play and others.
PARTY!!! at Olivia’s Place is available now on Roblox, and the persistent experience will be updated over time with new music, digital fashion items and more for fans.