Gucci, an Italian fashion and leather goods brand, is now hosting its own metaverse experience in The Sandbox. The fashion house is the first major luxury brand to build a digital world in the metaverse platform.
Gucci’s experience will feature “Gucci Vault Land,” an experimental space where users will go on a journey through the fashion brand’s history through games and NFTs.
Millions of people all over the world are already joining the metaverse, an interconnected, immersive, persistent digital environment.
Gucci’s new initiative is part of a larger trend of major brands wanting to capitalize on the opportunity to boost the sale of physical goods and sell virtual versions of their products to metaverse users.
Gucci has a history of being a groundbreaking brand on the cutting edge of metaverse and Web3 technologies. The new Gucci Vault Land, which was available from October 27 to November 9, is built on The Sandbox, a virtual world where players can own, build, and monetize their gaming assets and experiences inside an enormous virtual world.
In the new frontier of the metaverse, avatars are everything — which means some users will shell out big bucks to outfit their avatars with luxury goods like clothing, accessories, and home decor. In the persistent metaverse, users will be able to carry their avatar’s items between platforms (for example, from Meta’s universe to Fortnite’s gaming world).
Major labels like Gucci are jumping on board to capitalize on this trend by launching avatar clothing and accessory collections and building immersive experiences for fans.
Gucci CEO Marco Bizzarri told Vogue Business, “Gucci is not afraid to be a first mover in many areas and will continue to adopt this mindset and challenge the status quo. Other big players prefer instead to wait, following up at a later stage, adopting a more conservative approach a respectable strategy, but it is not ours and it never will be.”
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