Gucci Inaugurates Its Metaverse: It Is The First Space Entirely Dedicated To A Fashion House

This aspect can be read directly in the intent of the registered trademark:

“The virtual reality of Gucci was created to make the vision of an experience that offers enthusiasts the opportunity to encounter real and imaginary worlds, past, present, and future that coincide and a parallel multiverse of light and shadow.”

– Gucci Vault Land was conceived by Creative Director Alessandro Michele.

How can we not think that one of the objectives is to increase the turnover of the fashion house?

For such an important company, it is like not being featured in advertisements on television or in newspapers. For them, it will be a status symbol.

– The brand then aims to educate the Web3 community about Gucci’s legacy, exposing users to different elements of the Vault’s pillars.

– Gucci hopes to attract non-native users and recognizes the potential need for those new to metaverse to be able to access it in a simple, intuitive, and fun way.

– Gucci has in fact designed the NPCs, “non-playable characters”, who roam Gucci Vault Land, ready to help players during the activities.

BUT WHAT ARE NFTs?

NFTs are works of art made entirely in the digital world, which can be bought and sold like any other asset.

NFT means Non-fungible tokens, i.e. they are tokens that cannot be exchanged with others since they are unique works of art.

Clearly, there are those who argue that this phenomenon is only the tip of the iceberg of consumerism and waste and there are those who believe in the potential that NFTs have to promote the work of artists, guaranteeing them more control over the distribution of their works of art.

The environmental impact of this phenomenon has so far been a little-discussed issue, but awareness of the need to discuss it increasingly grows.

Another possible downside to NFTs is that, while tangible assets are directly visible and exist in reality, NFTs does not exist in tangible form and are just a code registered on a blockchain.

However, it appears that the digital art sector is growing with an increase in collectors investing in the NFT market, as evidenced by the recent success of works such as Mike Winkelmann’s “Everydays: The First 5000 Days”, known as the Beeple, sold at auction for 69 million dollars.

GUCCI HAS ALREADY COLLABORATED WITH ROBLOX DEVELOPERS

In 2020, Gucci partnered with Roblox to launch a line of virtual clothing that players could wear in virtual reality.

In the same metaverse, he had also created Gucci Garden Experience, a virtual exhibition of his history and collections.

– The brand has also risen to prominence in the crypto industry as the first luxury brand to launch an NFT.

– The famous Gucci Aria NFT artwork was auctioned by Christie’s.

– In collaboration with Superplastic, Supergucci was born, a series of NFT and ceramic works of art that combine the iconic motifs of the Florentine Maison with the world of digital animation.

FASHION LIKES THE METAVERSE