Gucci buys a parcel of land in The Sandbox metaverse

The Italian fashion house Gucci has acquired a virtual parcel of land in The Sandbox metaverse, Vogue Business reports.

Crafting the future, pixel by pixel. Vault is building its own virtual world on @TheSandboxGame. Discover more https://t.co/wEUMFPiNsg #GucciVault pic.twitter.com/GVW1mpyJQC

— gucci (@gucci) February 9, 2022

It will provide the fashion label with an interactive, Generation Z-oriented experience within Gucci Vault, the experimental space created by creative director Alessandro Michele.

Selected fashion pieces created by Gucci designers will be available for purchase, acquisition and use in The Sandbox metaverse, the publication said, citing the project.

Gucci confirmed that it is in the process of creating an immersive consumer experience in The Sandbox, without disclosing details that would entail immersion in the virtual world.

According to the publication, Gucci became the first luxury brand, to introduce an NFT, which it sold in May 2021 at a Christie’s auction.

Earlier, the land parcel adjacent to American rapper Snoop Dogg in The Sandbox was sold for 70,903 SAND ($458,038 at the time of the deal).

Warner Music Group became a partner of the project with a view to opening a themed music park in the metaverse.