Gucci’s blockbuster Gucci Cosmos exhibition is launching in decentralized gaming world The Sandbox.
Dubbed Gucci Cosmos Land, The itinerant exhibition currently on show in London at 180 The Strand has been recreated on the blockchain based platform harnessing The Sandbox’s voxelized aesthetic.
Just like the physical exhibition designed by Es Devlin and curated by fashion historian Maria Luisa Frisa, The Sandbox’s Gucci Cosmos Land experience is an immersive journey where users can explore the house’s history through its emblematic designs—participating in quests along the way.
It features a take on the exhibition’s Ascending Room elevator experience telling how house founder Guccio Gucci was inspired to create the brand while working as a bellboy at London’s Savoy Hotel alongside the Eden experience which brings to life the story behind the house’s emblematic Flora print and, of course, the Gucci Ancora space inspired by creative director Sabato De Sarno’s debut runway show.
“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,” Sebastien Borget, COO and Co-Founder of The Sandbox said in a statement. “It will allow visitors to immerse themselves into Gucci’s past, present and future.”
The fastest 100 players to complete the quests will receive one of four Gucci avatars interpreted in The Sandbox’s voxelized design vocabulary. These feature reimaginings of the house’s runway looks from former creative director Tom Ford’s Ford’s 1996 red velvet suit to one from new creative director Sabato De Sarno’s debut Milan Fashion Week show.
“We live in an attention economy where brands are increasingly looking at virtual environments as a means to capture this attention; building new communities around their values and opening up new revenue streams,” GEEIQ CEO and co-founder Charles Hambro said in a statement. He also emphasized the importance of communicating in ways that resonate with the communities of said environments.
The numbers add up. According to GEEIQ’s recent State of Virtual Brand Experiences report there’s “a clear correlation between Gen-Z’s most loved brands and the number of (metaverse) activations they’ve done.” Likewise a Business of Fashion survey of Gen Z’s favorite fashion brands conducted in December 2022 put Gucci as number two—second only to Nike.
Those completing all quests in the Gucci Cosmos Land XP will also have the opportunity to win part of The Sandbox’s 100.000 SAND pool prize.
Last year, The Sandbox hosted a Gucci Vault activation based on the Kering-owned house’s experimental online store of the same name. It featured a raft of different gamified experiences based on the collision of past, present and future which lies at the heart of the Gucci Vault proposition.
The Sandbox, which is a subsidiary of Animoca Brands has partnered with fashion and culture brands across its ecosystem including Warner Music Group, Ubisoft, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Care Bears, and Atari. Animoca develops and publishes a broad portfolio of products including games like The Sandbox, while also investing in a portfolio of over 450 Web3 brands including Yuga Labs, Polygon, Consensys and OpenSea.
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