Like the real-life exhibition, Gucci’s new initiative with The Sandbox allows visitors to explore the brand’s history.
As the hype around the metaverse appears to fade, famed Italian luxury fashion brand Gucci is doubling down on its virtual reality strategy with a new initiative in collaboration with The Sandbox (SAND), a blockchain-based gaming platform.
in a blog ad On November 8, 2023, The Sandbox said the new Gucci Cosmos Land immersive center will allow its visitors to explore “decades of iconic designs, offering a captivating exploration of their origins.”
“Set in a London reimagined exclusively for Gucci, this adventure is a tribute to the brand’s beginnings and a tribute to its enduring creativity.”
The sandbox
By exploring each section of the exhibition, visitors can learn a unique aspect of Gucci’s history, from its beginnings since its founding in 1921 to its inspirations and creativity, The Sandbox said.
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As part of the initiative, The Sandbox players can customize their avatars with new skins inspired by the Gucci Cosmos exhibition, including a look from creative director Sabato De Sarno’s debut fashion show.
Following the announcement, the price of SAND briefly rose 7%, rising to $0.41, according to data from CoinGecko.
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For Gucci, the latest exhibition is another attempt to dive deep into the metaverse industry, as the Florence-based fashion house has already made a foray into the still-nascent market.
In October 2022, Gucci became the first major fashion and luxury brand to land a virtual piece of land in The Sandbox. The fashion house also introduced the Gucci Vault, an experimental area for non-fungible tokens (NFTs), vintage products like Gucci bags, and emerging virtual developers in The Sandbox.
