SAND jumps 7% as Gucci launches Cosmos Land experience

Like the real-life exhibition, Gucci’s new initiative with The Sandbox lets visitors explore the brand’s history.

While the hype surrounding the metaverse seems to perish, the famous Italian luxury fashion brand Gucci is doubling down on its virtual reality strategy with a new initiative in collaboration with The Sandbox (SAND), a blockchain-based gaming platform.

In a blog announcement on Nov. 8, 2023, The Sandbox said the new Gucci Cosmos Land immersive hub will allow its visitors to explore “decades of iconic designs, offering a captivating exploration of their origins.”

“Set within a reimagined London exclusively for Gucci, this adventure is a tribute to the brand’s beginnings and an homage to its enduring creativity.”

The Sandbox

By exploring each section of the exhibition, visitors can learn a unique aspect of the Gucci story, from its principles since its founding in 1921 to its inspirations and creativity, The Sandbox said.

As part of the initiative, The Sandbox players can customize their avatars with new skins inspired by the Gucci Cosmos exhibition, including a look from Creative Director Sabato De Sarno’s debut fashion show.

Following the announcement, SAND price briefly jumped 7%, surging to $0.41, as per data from CoinGecko.

For Gucci, the latest exhibition is yet another attempt to dive deep into the metaverse industry as the Florence-based fashion house has already made a foray into the yet nascent market.

In October 2022, Gucci became the first major fashion and luxury brand to secure virtual land on The Sandbox. The fashion house also introduced Gucci Vault, an experimental area for non-fungible tokens (NFTs), vintage goods such as Gucci bags, and up-and-coming virtual developers in The Sandbox.