Gucci’s forward-thinking “Dream Big” division

Gucci’s forward-thinking “Dream Big” division, dedicated to the exploration of Web3 and metaverse ventures, has unveiled an innovative metaverse experience to coincide with the fashion brand’s inaugural showcase under the stewardship of a new designer. The presentation, spearheaded by Sabato De Sarno, Gucci’s recently appointed Creative Director, made its grand debut during Milan Fashion Week on the 22nd of September.

Virtual experiences have empowered Gucci to fully bring to life its vision for an outdoor show, despite the need to relocate the physical event indoors due to unfavorable weather conditions. Incredible collection, meticulously replicating the streets and architecture of Milan, has been ingeniously translated into the digital realm, reaching audiences through platforms like Roblox, Zepeto, and China’s QQ, offering global accessibility, all without the interference of rain.

One of the interactive chambers within Gucci Ancora showcases transformative artwork, leading to engaging challenges that unveil various aspects of the show and provide access to hidden treasures and portals. According to information available on the Roblox website, exclusive rewards can be obtained by participating in the three mini-games within this creative enclave where art and fashion seamlessly converge.

On the Chinese platform QQ, under Tencent’s ownership, Gucci has established a virtual environment with a screening event for its Gucci community, providing them with an opportunity to immerse themselves in the experience.

Zepeto, in a recent livestream, showcased Gucci’s Cruise runway event and simultaneously hosted an avatar rendition of the show, enabling visitors to make virtual purchases from a Gucci store.

Gucci consistently considers its web3 community and digital nomad audience, striving to offer them a strong sense of connection with the brand.

This experience serves as a compelling illustration of the enduring nature of the metaverse trend, indicating that an increasing number of brands will likely explore and implement similar strategies.

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