Luxury Fashion House Gucci Brings Archival Exhibition to the Metaverse
Gucci has taken its iconic London-based exhibition to the metaverse by launching Gucci Cosmos Land in The Sandbox virtual world game. This digital experience offers a unique interactive journey through decades of Gucci history and iconic designs, making it accessible to fashion and history enthusiasts worldwide.
Sebastien Borget, COO and co-founder of The Sandbox, expressed excitement about the new venture, stating that Gucci Cosmos Land allows visitors to immerse themselves in Gucci’s past, present, and future. The virtual experience, originally envisioned by artist Es Devlin and curated with archival Gucci designs by Maria Luisa Frisa, pays homage to the real-world Cosmos exhibition by showcasing the fashion house’s creative legacy across different decades and themes.
Gucci’s Origins and Innovation in the Metaverse
The metaverse activation serves as a tribute to Gucci’s origins and continued innovation since its founding in 1921. Drawing inspiration from founder Guccio Gucci’s time working at The Savoy Hotel in London in the late 19th century, the virtual experience allows players to navigate through sections representing Gucci’s principles, inspirations, and creativity by parkouring across worlds and discovering archival designs.
The Sandbox is an Ethereum-based metaverse game that enables players to purchase virtual land via NFTs and develop their own games and experiences. It has collaborated with various brands and entertainers such as McDonald’s, Adidas, Ubisoft, Snoop Dogg, Warner Music Group, and The Walking Dead.
Gucci’s Presence in the Metaverse
This is not Gucci’s first foray into the metaverse. The luxury house previously launched its Gucci Vault experience in The Sandbox in 2022 and debuted its Milan Fashion Week show across various metaverse platforms including Roblox, Zepeto, and QQ.
Hot Take: Embracing Virtual Fashion Experiences
Gucci’s move into the metaverse demonstrates a commitment to embracing innovative virtual experiences while preserving its rich history and iconic designs. By leveraging platforms like The Sandbox, Gucci is reaching a global audience of fashion enthusiasts and creating immersive digital encounters that extend beyond traditional boundaries.
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