Italy – Luxury house Gucci is expanding its presence in the metaverse. The Italian company has brought its experimental online space Gucci Vault to the digital real estate platform The Sandbox. The virtual pop-up, which will be open until 9 November, aims to educate and entertain Gucci’s online community.
The interactive fashion experience includes a virtual display of vintage items, as well as games that will teach players about the luxury house’s history and heritage. Riffing on the popular ‘play-to-earn’ format, the pop-up describes itself as a ‘play-to-know’ model. Visitors will be invited to participate in games that teach them about the company's key pillars, such as repairing vintage handbags in the Vault Vintage Lab and deciphering riddles in the Vault Room of Rhyme.
One of the first luxury companies to launch an NFT and enter existing gaming platforms, Gucci continues to be the standard-bearer of the metaverse. ‘Gucci is not afraid to be a first mover in many areas and will continue to adopt this mindset and challenge the status quo,’ explains Marco Bizzarri, CEO of Gucci.
How can companies use digital spaces and games to reinforce their company’s key pillars and values? Consider using ‘play-to-know’ to educate consumers and grant access to exclusive rewards and benefits