Luxury fashion icon Gucci has revealed its latest digital venture, Gucci Cosmos Land, within The Sandbox metaverse. This groundbreaking creation takes the historical London exhibit and reimagines it in the digital realm, offering a unique journey through Gucci’s rich history.
Gucci Cosmos Land enables users to explore the brand’s iconic designs and history with just an internet connection. Sebastien Borget, COO and co-founder of The Sandbox, described it as “a new way for fashion and history enthusiasts to access the iconic London-based exhibition from anywhere in the world.”
This metaverse experience faithfully replicates the real Cosmos exhibition, originally conceived by artist Es Devlin and curated with Gucci’s treasures by Maria Luisa Frisa. Gucci Cosmos Land guides users through different eras and motifs that define the brand.
Gucci Cosmos Avatars
Players in The Sandbox can dive into a world of Gucci’s core values and artistic influences, embarking on parkour adventures across various realms and discovering both iconic and previously unseen archival designs. Their efforts are rewarded with exclusive digital runway designs.
Upon completing quests, users can dress their avatars in De Sarno’s debut collection, bridging the gap between the physical and digital worlds.
The Sandbox is an Ethereum-based game trading virtual real estate as NFTs, collaborating with notable names like McDonald’s, Elvis Presley, Paris Hilton, and Snoop Dogg. Importantly, participation in The Sandbox doesn’t require the purchase of tokenized assets, enhancing its accessibility.
Gucci Cosmos Land pays homage to Gucci’s beginnings and its journey of innovation over the past century. Established in 1921 by Guccio Gucci, the brand’s origins trace back to his experiences at The Savoy Hotel in London, where he transformed his early inspirations into a global symbol of luxury.
Gucci’s presence in the metaverse is not new, as it introduced the Gucci Vault in The Sandbox last year and presented its Milan Fashion Week show on various metaverse platforms, including Roblox and Zepeto.
The brand’s journey continues beyond The Sandbox and Roblox, as Gucci explores new realms with Otherside. The KodaPendant release exemplifies Gucci’s forward-thinking blend of physical and digital, cementing its role at the forefront of fashion’s digital transformation.
Gucci’s strategy aligns with a broader movement in which renowned fashion houses rejuvenate their legacies for digital-native audiences. Prada and Christian Louboutin, among others, have also ventured into this hybrid space, reinventing their narratives with interactive, metaverse experiences.
Gucci Cosmos Land signifies the merging of digital frontiers with classic elegance, redefining the accessibility of luxury and heritage in a modern world that increasingly values virtual experiences.