Gucci’s Partnership with The Sandbox

The new initiative by Gucci and The Sandbox allows visitors to explore the brand’s history in a virtual exhibition

Amidst the declining hype around the metaverse, Gucci has made a strategic move by partnering with The Sandbox, a blockchain-based gaming platform. This collaboration aims to strengthen Gucci’s presence in the virtual reality space.

In a blog announcement on Nov. 8, 2023, The Sandbox introduced the Gucci Cosmos Land immersive hub, where visitors can explore “decades of iconic designs” and learn more about the brand’s origins.

“Set within a reimagined London exclusively for Gucci, this adventure is a tribute to the brand’s beginnings and an homage to its enduring creativity.”

The Sandbox

According to The Sandbox, visitors can gain insight into Gucci’s principles, inspirations, and creativity as they explore different sections of the exhibition. The virtual experience aims to provide a comprehensive overview of Gucci’s story since its founding in 1921.

Gucci’s virtual exhibition on The Sandbox | Source: The Sandbox

As part of the initiative, The Sandbox players can customize their avatars with new skins inspired by the Gucci Cosmos exhibition, including designs from Creative Director Sabato De Sarno’s debut fashion show.

Following the announcement, SAND price briefly jumped 7%, surging to $0.41, as per data from CoinGecko.

SAND jumps 7% as Gucci launches Cosmos Land experience - 2
Gucci skins for virtual avatars in The Sandbox | Source: The Sandbox

Gucci’s Involvement in the Metaverse

Gucci’s collaboration with The Sandbox is not its first foray into the metaverse industry. In October 2022, Gucci became the first major fashion and luxury brand to secure virtual land on The Sandbox. The fashion house also introduced Gucci Vault, an experimental area for non-fungible tokens (NFTs), vintage goods such as Gucci bags, and up-and-coming virtual developers in The Sandbox.

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