Gucci is breaking new ground in the metaverse with the launch of its Gucci Cosmos exhibition within The Sandbox, a decentralized gaming world. The virtual rendition, known as Gucci Cosmos Land, mirrors the itinerant London exhibition at 180 The Strand, recreated with The Sandbox's distinctive voxelized aesthetic on the blockchain-based platform.
Much like its physical counterpart designed by Es Devlin and curated by fashion historian Maria Luisa Frisa, Gucci Cosmos Land in The Sandbox offers an immersive experience. Users embark on a journey through Gucci's history, engaging in quests and exploring iconic designs. Highlights include a digital representation of the Ascending Room elevator experience, recounting founder Guccio Gucci's inspiration at the Savoy Hotel, and the Eden experience, unraveling the narrativebl behind the renowned Flora print. The Gucci Ancora space is also featured, inspired by creative director Sabato De Sarno's debut runway show.
Sebastien Borget, COO and Co-Founder of The Sandbox, expressed that Gucci Cosmos Land provides a novel way for fashion and history enthusiasts worldwide to delve into the iconic exhibition. The first 100 players completing the quests stand a chance to receive exclusive Gucci avatars, featuring designs spanning from Tom Ford's 1996 red velvet suit to Sabato De Sarno's recent Milan Fashion Week debut.
In the evolving landscape of the attention economy, brands are increasingly leveraging virtual environments to build communities and explore new revenue streams. Charles Hambro, CEO and co-founder of GEEIQ, emphasized the importance of resonating with communities in these spaces. GEEIQ's recent report underscores a correlation between Gen Z's favorite brands and their metaverse activations. Gucci, ranked second in a December 2022 survey by Business of Fashion, aligns itself with this trend.
As part of its foray into the metaverse, Gucci previously collaborated with The Sandbox for a Gucci Vault activation. The Sandbox's extensive ecosystem includes partnerships with Warner Music Group, Ubisoft, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Care Bears, and Atari. Animoca Brands, The Sandbox's parent company, not only develops games like The Sandbox but also invests in a diverse portfolio of over 450 Web3 brands, showcasing its commitment to the metaverse's expansive potential.
