Gucci has stepped up its metaverse campaign with Gucci Vault Land, a virtual hub that will feature games, curated NFT work, previous Gucci NFT and vintage fashion, among others.
Gucci in the Sandbox
The global fashion brand first announced that it had acquired a digital parcel at The Sandbox in February. The real estate metaverse is a 3D virtual space where people can connect through gaming, trading and product exchange activities and virtual events.
Navigate through a magical space where past, present and future co-exist!
🟧🟨🟪 #GucciVault Land launches in The Sandbox on October 27https://t.co/gYDLhTgu4s pic.twitter.com/YzUwapaDB5
— The Sandbox (@TheSandboxGame) October 27, 2022
According to the announcement, Gucci Vault Land went live on October 27 and will remain open until November 9. The virtual plot will be the centerpiece of Gucci’s web3 strategy, which includes, among other things, a garden concept, vintage Gucci pieces that will be on display and not available for purchase, and NFT.
Users will be able to explore the world through the garden concept, which Gucci calls the “Garden of Curiosities.” There are also gamified educational activities about the fashion brand’s rich heritage.
Gucci and the Web3
The business enterprise’s web3 adventure started out final year after participating with Superplastic, a platform used to create animated celebrities.
Gucci also launched Gucci Town on Roblox in May, establishing a permanent presence on the virtual gaming platform, which features gaming activities.
In September, the company named Robert Triefus general manager of Gucci Vault to accelerate its metaverse initiatives. Triefus previously served as executive vice president of brand and consumer engagement, where he helped Gucci experiment with gaming platforms such as Zepeto, Genies and The Sims.
Some of the playful activities featured in Gucci Vault Land include restoring vintage handbags in the Vault Vintage Lab and solving a riddle in the Vault Room of Rhyme, among others. Players can win $SAND tokens by participating in a sweepstakes hosted by The Sandbox.
There are also collectible digital NFTs, such as thinking hats, skateboarding ramps and a car, which players can use in other metaverse worlds in The Sandbox.
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