Luxury fashion giant Gucci transforms its London archival exhibition into a metaverse experience with "Gucci Cosmos Land" in The Sandbox virtual world game. This digital journey allows users worldwide to explore decades of Gucci history and iconic designs, providing an interactive and immersive exploration. Sebastien Borget, COO and co-founder of The Sandbox, notes that it offers a novel way for fashion and history enthusiasts to engage with Gucci's legacy.
Curated by Maria Luisa Frisa and originally conceptualized by artist Es Devlin, Gucci Cosmos Land mirrors the real-world Cosmos exhibition. It invites users on a virtual tour through different decades and themes, showcasing the fashion house's creative evolution. This metaverse activation pays homage to Gucci's origins, drawing inspiration from founder Guccio Gucci's early experiences as a porter at The Savoy Hotel in late 19th-century London.
Players can navigate themed sections representing Gucci's principles, inspirations, and creativity by parkouring across worlds, uncovering previously unseen archival designs. The Ethereum-based metaverse game, The Sandbox, enables users to purchase virtual land through NFTs, fostering creativity in game development. It has collaborated with various brands and entertainers, including McDonald’s, Adidas, Ubisoft, Snoop Dogg, Warner Music Group, and The Walking Dead.
This metaverse initiative follows Gucci's previous forays into virtual realms, such as the 2022 launch of Gucci Vault in The Sandbox and the presentation of its Milan Fashion Week show on platforms like Roblox, Zepeto, and QQ. Gucci continues to blend fashion and technology, pushing boundaries in the ever-expanding metaverse landscape.
— gucci (@gucci) November 8, 2023
Regenerate