Gucci Buys Virtual Land in Ethereum Game The Sandbox

The designer brand Gucci will sell virtual items that players of The Sandbox can wear in-game.


Themed experiences and fashion items in the Metaverse

The designer clothing brand announced on Wednesday that it has purchased an undisclosed amount of virtual land on the decentralized blockchain game The Sandbox. A special digital branch of the fashion chain, called ‘Gucci Vault’, wants to build its own virtual world here.

In addition to its own metaverse world, Gucci will also release fashion items. These Sandbox players can purchase and wear in the game’s virtual reality. “For a new generation of players, virtual fashion is just as important as real fashion.” Sebastien Borget, COO and co-founder of The Sandbox, said in a statement.


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Gucci as a forerunner in virtual fashion

This isn’t the first time Gucci has entered the virtual world. The company previously partnered with two Roblox Developers to release an official clothing collection in December 2020. Gucci also created a virtual space on Roblox called the ‘Gucci Garden Experience† Some of these items resold for thousands of dollars, at prices comparable to genuine Gucci bags.

But unlike Roblox, The Sandbox is a crypto platform. Users have to buy virtual land and items using the SAND token and the game itself is built on the Ethereum network. That said, The Sandbox is also no stranger to outlandish prices for virtual stuff. For example, buyers can virtually buy a plot of land near a celebrity for hundreds of thousands of dollars

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Gucci, which made a name for itself in crypto as the first luxury brand to released an NFT continues to invest in decentralized platforms and assets, showing that it is eager to expand into the world of Web3.

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