The experience was developed in collaboration with a Roblox community developer, Funomena, a creative game design and development studio bringing unique and innovative experiences to life on the platform. Its ” Ralph Lauren Winter Escape” virtual store stocked pieces that were priced at an accessible level making them attractive to gamers and increasing the brand’s reach within the virtual world. In 2021 Ralph Lauren was one of the many brands to set up shop within Roblox, which has a total of over 50 million active daily users. To expand and increase profits of the American brand. Ralph Lauren’s CEO Patrice Louvet has widely spoken of his intention for the brand to explore the metaverse as a way. Ten new NFT postcards were also created in collaboration with NFT designer Mike Winkelmann, Wenew Labs and Beeple, Louis Vuitton, along with Dior is expected to be one of the first LVMH Group brands to delve further into this world, reaching a new audience and embracing the virtual world. The game has so far amassed over two million downloads and has been updated with new locations and different types of outfits for Vivienne. Vivienne completes several tasks in a virtual world as it travels through the history of the brand and tries to find the 30 hidden NFTS created by artist Beeple throughout the land before levelling up to collect 200 candles to celebrate the 200th anniversary of Louis Vuitton. This mobile game was embedded with 30 NFTs and chronicled the journey of the house’s fashion mascot, Vivienne. In 2021 Louis Vuitton celebrated the 200th anniversary of its founder by launching a virtual game Louis The Game.
The brand has promised to continue with its projects in the metaverse and is also offering users the opportunity to purchase virtual real estate within in gaming platform The Sandbox, as well as various partnerships with NFT owners and creators. Based within the Gucci Vault platform an experimental concept store revolving around vintage Gucci pieces, the SUPERGUCCI collection features a colourful collection of characters that reflect the House’s latest collections and can be purchased by users.
#The sandbox boutique series#
Then more recently, the brand launched a series of NFTs in collaboration with Superplastic.
Gucci which also has its own dedicated team began by presenting the digital version of its Gucci Garden on Roblox, which was followed by a partnership with Zepeto, allowing users to buy pieces of virtual Gucci clothing to dress their avatars. In February of this year, Kering president and CEO François-Henri Pinault revealed that the company had created a team who are fully dedicated to working on web 3.0 activities. Italian fashion house Gucci was one of the first to offer its consumers experiences in the digital world and is one of the most advanced in the development of its digital projects and content. We discover who is getting it right so far, and what more lies in the potential of this sector for luxury brands. Now, as brands are seeing the potential from this sector, some international luxury houses are starting to dip their toe into the Metaverse in new exploratory ways. And then there are platforms such as Roblox, that allow brands to share their universes through virtual games that engage users, as well as opportunities for users to shop in virtual stores. This opened up the world to brands and consumers who are still navigating its concept. In March, the first Metaverse Fashion Week hosted by Decentraland saw several international brands participating in virtual shows, presentations, after-parties, immersive experiences and shopping opportunities, all taking part within a fully-virtual world. So why does that investment have to be physical? You are buying into the universe of the brand, not just the products and brands are starting to use this to their advantage by experimenting with virtual concepts. This may at first feel like a strange concept to get your head around – the whole point of buying a fashion accessory is to carry it around with you right? Yes, right, however, the wider scope of investing in luxury products is exactly that: as an investment. The new world of Web3 is allowing brands who of course are based on the concept of selling physical material products, to experiment with the idea of selling non-tangible items. As we are all trying to navigate the Metaverse and the new concept of Web3 and virtual reality, luxury brands are realising how they too can explore this universe and take their businesses and interaction with consumers to the next level.
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