Gucci Launches Gucci Cosmos Land in The Sandbox

Luxury fashion brand Gucci has launched its archive exhibition in London on The Sandbox virtual game, creating Gucci Cosmos Land. The digital experience provides visitors an interactive journey through decades of Gucci’s history and iconic designs. The company announced this new venture on Wednesday.

“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,” said COO and co-founder of The Sandbox Sebastien Borget, adding: “It will allow visitors to immerse themselves into Gucci’s past, present, and future.”

The Gucci Cosmos Land was originally envisioned by artist Es Devlin and curated with archival Gucci designs by Maria Luisa Frisa. It is a virtual experience that takes users on a journey through Gucci’s creative legacy, showcasing their designs from different decades and themes.

This metaverse activation pays homage to Gucci’s origins and continued innovation since being founded in 1921.

Players can explore Gucci’s values, inspirations, and creativity by parkouring across various worlds and discovering archival designs, some of which have never been displayed before.

The Sandbox is a metaverse game that operates on the Ethereum blockchain network. Players can purchase virtual land using NFTs and create their own games and experiences.

The game can be played for free without buying tokenized items, and it has partnered with various brands and celebrities, including McDonald’s, Adidas, Ubisoft, Snoop Dogg, Warner Music Group, and The Walking Dead.

Gucci has been involved in the metaverse space for some time now. The luxury fashion house launched its Gucci Vault experience in The Sandbox in 2022. It more recently showcased its Milan Fashion Week event across various metaverse platforms, including Roblox, South Korea’s Zepeto, and China’s QQ.