Popular Italian fashion brand Gucci has recently purchased a virtual land in The Sandbox project's metaverse, Vogue Business has reported.
The acquisition of the land will reportedly provide the fashion brand with an interactive communication experience within the experiential space Gucci Vault, which has been created by creative director Alessandro Michele and is focused on the Generation Z.
Now the brand is present in the metaverse, selected fashion items created by Gucci designers will be available for purchase and use in The Sandbox metaverse.
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In particular, Gucci has plans to continue to grow its presence in the metaverse by creating an immersive consumer experience in The Sandbox. However, the brand has not clarified what kind of immersive experiences are involved.
We should remember that Gucci was the first luxury brand to unveil an NFT, which it sold in May 2021 at auction house Christie’s.