Gucci’s new Metaverse shelves via the Vault Concept Store
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The Metaverse, the fantastical but now realistic vision of the World Wide Web as an interactive virtual world, offers an entirely new universe in which to hunt for treasure. There are even tokens that can unlock valuable goods and exclusive artwork that only appears in digital realms. For Gucci, it is now a place to search for lost plunder while enjoying a posh future.
Vault is the luxury fashion brand’s new experimental online space. Envisioned by Gucci Creative Director Alessandro Michele, Vault continues the clothing company’s dedication to exploring uncharted fashion in multiple dimensions. Gucci also intends this foray into the metaverse to promote dialogue between past, present and future.
To establish the Gen Z-focused platform, Gucci purchased undisclosed land on The Sandbox, a platform that allows individuals and brands to buy and develop virtual real estate. Vault’s virtual shelves are now a concept store and are already home to a combination of rare vintage Gucci finds and new creations from hand-picked designers.
These include Charvet, the oldest blouse in the world, first launched in 1838 on Place Vendôme in Paris. This Parisian fashion emerges exclusively for Vault in a collection of floral ties, bow ties, pocket squares and lapels in colorful, reissued archival prints.
This blast from the past is also coming to handbags, bringing back a collection of bright and bold silk prints first launched in the 19th century by a historic French fashion house. One of the first designers to launch a limited-edition Vault, Belgian house Delvaux is known for inventing the modern-day handbag. Delvaux is also the oldest luxury leather goods brand in the world, founded in 1829. This eye on the past with a nose for the future gives Delvaux products an incredible sense of style which is now realized on the Vault with an exclusive capsule of eight unique Brillant mini bags. Gucci enriched each with Dadaist motifs inspired by an avant-garde Vault palette.
Vault now assumes the role of an emissary of experimental philosophy, representing Gucci’s presence in the metaverse and hosting a series of crypto-based projects designed for a digitally native new generation. This electronic alchemy has already announced itself in the form of NFT drops like the SuperGucci, a collaboration between Italian fashion firm and cartoon horror house fashionista Superplastic, created by artist and entrepreneur Paul Budnitz. Gucci has also established itself on Discord to foster conversations with its community about what should come next for the speculative space.
Always on the move while remaining constant in its perpetual pursuit of ideas that go beyond the boundaries of time and space, Vault will continue to feature monthly drops of rare vintage finds, as well as a regular rotation of exclusive capsules. , special collaborations and new brands. at vault.gucci.com.