Gucci Brings Iconic Archive Exhibition to The Sandbox
Explore the fashion giant's iconic history with 'Gucci Cosmos Land' in the metaverse.
Luxury fashion brand Gucci is taking a bold step into the metaverse by bringing its archival exhibition to virtual life. Gucci Cosmos Land has officially opened its doors in The Sandbox, a popular metaverse game, featuring an immersive journey through decades of iconic designs.
The arrival of Gucci Cosmos Land was met with excitement by fans worldwide. Sebastien Borget, COO and co-founder of The Sandbox, expressed the significance of this digital venture, stating, "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. It will allow visitors to immerse themselves into Gucci's past, present, and future."
Initially conceptualized by renowned artist Es Devlin and meticulously curated by fashion historian Maria Luisa Frisa, Gucci Cosmos Land aims to recreate the essence of the real-world Cosmos exhibition. Within this virtual realm, users can explore the creative legacy of Gucci across various decades and themes, breathing life into archival designs that have never before been displayed.
The metaverse activation is a tribute to Gucci's origins and continued commitment to innovation since its establishment in 1921. Guccio Gucci, the brand's founder, drew inspiration working as a porter at The Savoy Hotel in the late 19th century before launching his famed fashion business.
Players can traverse through sections representing Gucci's principles, inspirations, and creativity by engaging in parkour across different worlds. This interactive experience offers a fresh take on the brand's legacy, combining nostalgia with cutting-edge technology.
The Sandbox (TSB), an Ethereum-based metaverse game, allows players to purchase virtual land in NFTs and develop their own games and experiences. It's worth mentioning that TSB has formed partnerships with various brands like McDonald's, Adidas, Ubisoft, Snoop Dogg, Warner Music Group, and The Walking Dead, demonstrating the growing appeal of the metaverse.
Gucci's foray into Web3 is not a recent development. In 2022, the luxury house introduced the Gucci Vault experience in The Sandbox, and more recently, it unveiled its Milan Fashion Week show on various metaverse platforms, such as Roblox, Zepeto, and China's QQ.