A Williams-Sonoma subsidiary is entering the metaverse through the Roblox immersive gaming platform.

Home furnishings retailer West Elm is launching its own virtual world, West Elm House Design, on Roblox, a global virtual gaming platform with 52 million daily users. The first major home specialty retailer to debut on Roblox, West Elm’s metaverse offering is known as the West Elm Home Design Experience.

The retail metaverse experience is comprised of the West Elm Hub and the West Elm Neighborhood. West Elm Hub features a virtual furniture store, coffee shop, and produce boutique. Users can customize their virtual “homes” on Roblox with over 150 digital products, replicated to be nearly identical to physical goods.

In the West Elm neighborhood, patrons can purchase…