Luxury fashion powerhouse Gucci has unveiled its latest digital innovation: Gucci Cosmos Land within The Sandbox metaverse. This immersive experience transports the London historical exhibit into the realm of the digital, inviting global audiences to a unique journey through the brand’s illustrious heritage.
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Gucci Cosmos Land
The announcement on Wednesday revealed that visitors can now explore the myriad of Gucci’s iconic designs and history with a simple internet connection. Sebastien Borget, COO and co-founder of The Sandbox, stated:
“Gucci Cosmos Land is a new way for fashion and history lovers alike to access the iconic London-based exhibition from anywhere in the world,”
This metaverse manifestation replicates the real-world Cosmos exhibition, which was originally conceived by artist Es Devlin and curated with Gucci’s treasures by Maria Luisa Frisa. Gucci Cosmos Land leads users on a virtual odyssey through different eras and motifs that have defined the Gucci brand.
Fashion adventure in The Sandbox
The Sandbox players can leap into a tapestry of Gucci’s core values and artistic influences. They can engage in parkour across worlds, encountering both iconic and previously unseen archival designs, and be rewarded with Gucci glamour.
Upon completing quests, users can adorn their avatars with exclusive digital runway designs. Top players are even granted the chance to drape themselves in De Sarno’s debut collection, connecting the tactile and the intangible.
The Sandbox offers a fertile ground for such ventures, being an Ethereum-based game that trades in virtual real estate as NFTs. It has collaborated with a roster of high-profile names such as McDonald’s, Elvis Presley, Paris Hilton, and Snoop Dogg. Notably, participation in The Sandbox doesn’t necessitate the purchase of tokenized assets, widening its accessibility.
Celebrating 102 years of luxury
The initiative pays tribute to the beginnings of Gucci and showcases the evolution of its innovation over the years. The brand, established in 1921 by Guccio Gucci, finds its roots in the founder’s experiences at The Savoy Hotel in London. His vision transformed his early inspirations into a global luxury symbol.
Gucci’s pioneering spirit in the metaverse is not a new tale. The brand first introduced the Gucci Vault in The Sandbox last year and continued to blaze trails by launching its Milan Fashion Week show on various metaverse platforms, including Roblox and Zepeto.
The journey continues beyond The Sandbox and Roblox as Gucci crafts new realms with Otherside. The KodaPendant release encapsulates Gucci’s forward-thinking meld of physical and digital, securing its position at the vanguard of fashion’s digital revolution.
The world of Web3 fashion
Gucci’s strategy aligns with a broader movement where storied fashion houses rejuvenate their legacies for digital-native audiences. Prada and Ralph Lauren, among others, have also ventured into this hybrid space, reinventing their narratives with an interactive, metaversal twist.
Their latest venture, Gucci Cosmos Land, symbolizes a convergence of digital frontiers with classic elegance, redefining the accessibility of luxury and heritage in a modern world that increasingly values virtual experiences.