In January of this year, Gucci made its official debut on the messaging platform Discord as a means to communicate with its audience about NFTs and the Metaverse. With over 59,000 members, Discord was the ideal platform for Gucci to share its upcoming innovations in the Web3 space.
Gucci’s strong community-driven approach is at the heart of its projects. The brand focuses on reassurance, loyalty, and engagement in every initiative. Early members of Gucci’s Web3 community will continue to receive special privileges, such as exclusive offers, benefits, and unique experiences. In fact, Gucci recently rewarded owners of its Gucci Grail NFTs with passes to a private event in Los Angeles. These NFTs, a collaboration between artistic director Alessandro Michele and digital artist Wagmi-san, serve as a source of inspiration for future physical products.
While continuing to release NFTs, Gucci will also engage in occasional airdrops, where free tokens are distributed under certain conditions. The brand is actively working with artists and creators to develop unique virtual creations. Additionally, Gucci aims to involve its community in content creation, encouraging a community-generated content approach. The brand views its community as essential contributors to its journey in the Metaverse and Web3.
Gucci’s expansion into The Sandbox, a community-based platform built on Ethereum, further exemplifies its inclusive strategy. On The Sandbox, players can create virtual universes and monetize them. Earlier this year, Gucci acquired virtual land on The Sandbox, with the launch of the space scheduled for the second half of 2022. Sébastien Borget, co-founder of The Sandbox, explains that brands are drawn to user-generated content as a new creative platform that fosters community.
Gucci is continuously adding value to its offerings. For instance, the brand is currently testing cryptocurrency payments in five of its U.S. stores. Additionally, the Web3 community will have early access to new collections, a privilege previously reserved for long-time customers. Gucci also plans to organize physical events, such as an “experience” during the fourth edition of NFT NYC, which takes place from June 20th to 23rd.
In summary, Gucci’s entry into the Web3 space through platforms like Discord and The Sandbox demonstrates its commitment to innovation, community engagement, and unique digital experiences. With an inclusive approach, Gucci aims to solidify its position as a leader in the luxury industry’s transition into the Metaverse and Web3 era.
Useful links:
1. Discord
2. The Sandbox
