Gucci’s phygital Web3 roadmap continues to unfold.
Gucci Vault, the brand’s experimental online store is going phygital for the launch of its new collaboration with Palace Skateboards.
Today Gucci is unveiling said physical twins, two immersive pop-up takeovers of Palace’s Los Angeles and New York stores—reconfigured in the Vault’s aesthetic and dedicated to the Palace Gucci collection.
Classics like the Horsebit Loafer and Jumbo Tote have been reimagined with Palace motifs while Palace staples have been given the Gucci treatment.
The collection is dropping concurrently online on the Vault’s digital mothership while holders of SUPERGUCCI and Gucci Grail NFTs had the opportunity to pre-order from October 14 via the Vault’s Discord channel.
The brand has also revealed the date of its next move in the metaverse releasing the following statement:
“In a further quantum leap, Vault also gets ready to translate the experience in the metaverse, providing access on October 27th to this mine of ideas, oddities, and unlikely encounters in this uncharted realm.”
This might refer to its much anticipated Sandbox debut. Or something else. It bought land in the virtual world in February, promising the creation of “an interactive fashion experience based on Vault” where “select metaverse fashion items created by Gucci designers will be available for players and creators to buy, own, and use in their own crafted experiences using The Sandbox’s creation tools.”
In May Gucci launched virtual piazza, Gucci Town, on gaming platform Roblox with wearables available for purchase to players completing a rigorous set of challenges—partly in line with the play to earn mentality and partly to stop speculators from profiteering.
But speculation aside, most impressive is Gucci’s highly coordinated and meticulously conceived approach and joined up thinking when it comes to aligning its traditional business with Web3.
It dubs Gucci Vault, which it launched in centennial year 2021, as its metaverse “emissary” or representative, and the platform’s proposition is an interwoven Web3-cum-phygital mesh of archive sales, collaborative collections and NFT projects.
Incoming Gucci Vault CEO Robert Triefus will also head up Gucci’s newly created Metaverse Ventures division while continuing in his current role as senior executive vice president for corporate and brand strategy.