Gucci Pushes Into Metaverse With #SuperGucci NFT Vault

Gucci takes its crypto and blockchain aspirations to the next level with a forthcoming collaboration with NFT art marketplace Superplastic and a sneak purview into its Vault concept. gucci metaverse

Gucci and Superplastic will together devise a series of ten special NFTs, aptly coined the #SuperGucci collection. Superplastic has a special kind of artistic branding and taste for its tokens, as expressed in its collaboration with the alternative rock band The Gorillaz, visual artist Pete Fowler, and fashion horror icon Guggimon.

Gucci is also building out an “online concept store,” called the Vault, in tandem with the Superplastic collab. This metaverse attraction will hold various forms of historical memorabilia, fashion pieces, art, and, of course, NFTs, specifically those made under the Superplastic x House collaboration.

Superplastic is a global entertainment brand famous for creating and managing animated celebrities with millions of dedicated followers on social media. The company’s talent roster includes Instagram and TikTok sensations Janky & Guggimon, Dayzee & Staxx, Kranky, ShüDog, and more.
Superplastic has produced and sold millions of dollars in limited-edition designer toys and apparel based on its characters since its launch in 2018. Most drops sell out in minutes, and many go up in value in aftermarket sales. The company continues to collaborate with brands and celebrities including the Gorillaz, Rico Nasty, J. Balvin, Steve Aoki, Addfuel, McBess, Seen, FACT, County of Milan, Volkswagen, Oscar Meyer — and many others.
Entitled “Edition #1,” Gucci considers this metaverse concept as not just a simple gallery or storefront. In the company’s own words, “Vault is many different things at once: a time machine, an archive, a library, a laboratory, and a meeting place.” In other words, don’t think of it solely as some metaverse NFT cash-in.


A groundbreaking collaboration between Gucci and Superplastic, SUPERGUCCI is a 3-part series of super-limited NFTs co-created by Gucci’s head of design Alessandro Michele and synthetic artists Janky & Guggimon. Each NFT incorporates classic Gucci patterns, and comes with an exclusive 8-inch tall white ceramic SUPERGUCCI SuperJanky sculpture, hand-crafted by Gucci’s own ceramicists in Italy. Only 250 will be made, and it’s safe to presume that they won’t be easy to come by.

The collection of tokens will be made available to purchase on February 1 on the  SUPERPLASTIC website.

Last year, Burberry took to the scene with a Blanko shark utilized inside the Blankos Block Party game by Mythical Games. This line of fashion-in-games NFT collection was the fastest-selling drop for Blankos to that point, according to its official Twitter account.

Other major brands are accepting this new art form, increasing their stake not only in the digital crypto space but also in elevating their brand awareness. Look no further than Gap of all places, which boasts a collection of 100 NFTs designed by Frank Ape’s Brandon Sines. Several luxury brands like Gucci have also shown support of NFTs, including Hermes, Dolce & Gabbana, Louis Vuitton, and more.

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