Gucci x The Sandbox: Locking in Loyalists
Early metaverse adopter Gucci is extending its existing permanent online space, Gucci Vault, into The Sandbox – the first major fashion label to have a presence on the platform.
Gucci Vault Land, available from October 27 to November 9, will be home to Gucci Garden – which formerly ran on The Sandbox rival Roblox in 2021, as the counterpart to the Gucci Garden centenary exhibition. Evolving the Roblox iteration, the initiative will allow visitors to complete mini-games centred on Gucci’s heritage and products, including restoring vintage handbags in the Vintage Lab and solving a riddle in the Room of Rhyme. Players will gain Sand utility tokens (The Sandbox’s Ethereum-based currency) when they complete the games.
The space will also house a selection of wearable Gucci NFTs, such as a hat that can be won and then worn in other The Sandbox worlds. Mirroring its early leap into the metaverse, Gucci was an early mover within crypto culture, releasing Gucci Grail NFTs (which unlocked avatar wearables) in partnership with NFT collective 10KTF. For more, see Demystifying NFTs: Brand Tactics.
Fans who bought into Gucci Grail NFTs will be rewarded with a Gucci Vault Aura wearable via airdrop, which their avatar can wear around the game to show their day-one loyalty.