Gucci is expanding its presence in the metaverse for its Gen Z-focused platform Gucci Vault. As such, the luxury fashion house giant has bought an undisclosed amount of virtual land on The Sandbox. The brand will create an interactive fashion experience based on Gucci Vault.
Alessandro Michele, a creative director at Gucci, said this to be an experimental space. The brand has shared this announcement on its first Discord server. Nicolas Oudinot, CEO at Gucci Vault, says the opening of a server on Discord is dedicated to its online concept store Gucci Vault. He said this allows everyone from creators to collectors to join the conversation on metaverse.
The Discord gives an opportunity to brands to create their own servers, which help attract NFT enthusiasts and share non-fungible token projects with existing fans. Gucci, for its recent NFT collection Supergucci, collaborated with SUPERPLASTIC – an animated celebrities entertainment brand. The first 10 NFTs from the Supergucci collection dropped at Gucci Vault on February 1. It featured various whimsical scenarios with the Super Janky figure from SUPERPLASTIC.
Gucci Vault said the designs were inspired by Gucci Aria. Sebastien Borget, COO and co-founder of The Sandbox, in a press release said the digital trend is as necessary as the real-life trend for a brand new technology of gamers.
Gucci had earlier partnered with two Roblox developers to launch an official clothes assortment in December 2020. The luxury brand has a digital house, called Gucci Garden Experience, on Roblox.