Italian high-end luxury brand Gucci is further deepening its roots in the Web3 space via a $25K investment in SuperRare for an NFT exhibit.
Italian high-end luxury brand Gucci is probably one of the most Web3 savvy luxury houses ever, thanks to their technology-obsessed creative director, Alessandro Michele. He was also the brains behind the fantastic immersive Gucci experience for Roblox.
This time, Michele proves his vision for Gucci extends beyond the present with another brainchild of his, an NFT exhibit through a collaboration by Gucci Vault and SuperRare. Indeed, in a surprising announcement, the Florence-based luxury company said it had invested $25,000 worth of RARE tokens in joining the SuperRareDAO.
Through the buy-in, Gucci will partner with NFT marketplace SuperRare in launching the “Vault Art Space,” an NFT exhibit featuring the artworks of 29 artists depicting “The Next 100 Years of Gucci.”
Gucci and SuperRare Collaboration
The Gucci and SuperRare collaboration marks the first time a high-end fashion house takes part in a DAO, thereby gaining governance rights within the SuperRare community.
“We approached SuperRare for this, knowing we could rely on our mutual effort to amplify the vision of this multifaceted group of artists,” Gucci Vault CEO Nicolas Oudinot said when asked about this partnership with SuperRare. “We were fascinated by SuperRare’s ability to provide [artists] with a platform to showcase their work in an innovative way, one that is built on a sense of community and that enhances interactions and decentralization as key tools to support both artists and collectors.”
Vault Art Space Features “The Next 100 Years of Gucci” Via an NFT Exhibit
It’s no secret that many luxury brands are diving into the NFT space and are looking for other innovative ways to use blockchain technology. Hence, this Gucci Vault initiative shouldn’t come as a surprise.
Gucci has always dabbled in the NFT space and even dropped ten NFTs through a collaboration with Superplastic in February. And before that, in 2021, Gucci auctioned off its first NFT as part of the Gucci Aria festivities, which celebrated the luxury brand’s first 100 years.
“The vault is Gucci’s digital space,” said SuperRare co-founder and chief product officer Jonathan Perkins. “And they’re going to be working with artists and selling art through their space, which will be powered by SuperRare technology.”
Oudinot added that the exhibition will encompass “a broad spectrum of artistic references.”
According to Perkins, the two brands are considering what it means for a luxury brand to buy into a DAO. They surmise that the initiative might set the trend for other players.
On the part of Gucci, Oudinot said that this partnership will allow the brand to participate in a more “interconnected and decentralized economy.”
“The Next 100 Years of Gucci”
As mentioned previously, the exhibit’s title is “The Next 100 Years of Gucci.” It will showcase a series of collectible art pieces exploring the brand’s heritage and future.
“Gucci is a leader in physical fashion, and I am very confident that it will be a leader in digital fashion as well,” said Antoni Tudisco, one of the 29 creatives whose artworks are showcased in the exhibit. “I want to see Gucci continue to lean into web3 and NFTs and continue to leverage this technology to embrace the future of fashion.”
Tudisco is joined by the likes of Alex Trochut, diberkato, YEAH YEAH CHLOE, Vexx, and Sasha Katz, to name a few.
Art, fashion, and NFT enthusiasts can now view all 29 artworks via Gucci’s Vault Art Space website. The NFT art will be auctioned in three drops, with the first starting on June 23 through July 1. The second drop will occur between July 7 and July 15. The third and final drop will probably take place between July 21 to July 29.
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