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Luxury fashion house Gucci has brought its archival exhibition in London to the metaverse, opening Gucci Cosmos Land in The Sandbox virtual world game. The digital experience allows visitors to explore decades of Gucci history and iconic designs through an interactive journey, the company announced 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 Sebastien Borget, COO and co-founder of The Sandbox, in the announcement. “It will allow visitors to immerse themselves into Gucci’s past, present, and future.”

Originally envisioned by artist Es Devlin and curated with archival Gucci designs by Maria Luisa Frisa, Gucci Cosmos Land evokes the real-world Cosmos exhibition. The virtual experience spirals users through the fashion house’s creative legacy across different decades and themes.

The metaverse activation serves as an homage to Gucci’s origins and continued innovation since being founded in 1921. Gucci founder Guccio Gucci drew inspiration working as a porter at The Savoy Hotel in London in the late 19th century before launching what would become an iconic luxury brand.

Players can navigate through sections representing Gucci’s principles, inspirations, and creativity by parkouring across worlds and discovering archival designs, some not previously displayed.

The Sandbox is an Ethereum-based metaverse game that allows players to purchase virtual land via NFTs and develop their own games and experiences. It’s also free to play without buying tokenized items, and the game has partnered with brands and entertainers including McDonald’s, Adidas, Ubisoft, Snoop Dogg, Warner Music Group, and The Walking Dead.

Gucci isn’t a newcomer to the metaverse. The luxury house launched its Gucci Vault experience in The Sandbox in 2022, and more recently debuted its Milan Fashion Week show across metaverse platforms including Roblox, South Korea’s Zepeto, and China’s QQ.

Editor’s note: This article was written with the assistance of AI. Edited and fact-checked by Andrew Hayward.

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