West Elm Launches Virtual Design World on Roblox With Games, Hangouts

Williams-Sonoma home design company West Elm launched a virtual world on Roblox that gives users tools and pieces to create and decorate environments for virtual living and socializing, it said Tuesday. West Elm Home Design has a hub with a furniture store, coffee shop and merchandise boutique; in West Elm Neighborhood, users can buy homes and decorate them with West Elm furniture, lighting, garden and accessories, the company said. Users can also collect and wear West Elm-branded T-shirts, hats and bags, it said. The experience includes design challenges, mini games, obstacle courses, selfie picture-taking and hangouts that reward users with tokens, prizes and giveaways. The company will update the Roblox space to reflect changes in the brand’s assortment.