GUCCI COSMOS An Immersive Journey Through Time and Space
- Ethan 劉呈顥
- May 1
- 5 min read
GUCCI COSMOS
Forget about fashion shows!
GUCCI COSMOS will bring you a new and unique experience.
In 2023, the Italian luxury brand is bringing together the best of a century's history to create a new immersive exhibition for all GUCCI fans. For this exhibition, GUCCI has specially sourced from the Palazzo Settimanni in Florence, the brand's “House of Collections”, a collection of precious objects that will enrich the iconic story that GUCCI COSMOS will tell.
Translated with DeepL.com (free version)
Source: GUCCI website
The exhibition, which first started its global tour at the West Coast Art Center in Shanghai, is now in London.
For this exhibition, GUCCI presents unprecedented designs and surreal concepts. In contrast to the previous chronological design style, GUCCI invited British contemporary artist Es Devlin to conceptualize the design, curated by Italian fashion critic Maria Luisa Frisa, to present the origins of Guccio Gucci's founding of the brand in Florence, the iconic design symbols and works of GUCCI throughout the years, as well as the unique interpretations of Tom Ford, Frida Giannini, Alessandro Michele and other creative directors, The unique interpretation of creative directors such as Tom Ford, Frida Giannini, Alessandro Michele, etc., fully presents the century-old legend of GUCCI!
In order to allow people from all over the world to travel through the past, present and future of GUCCI, and to explore the brand's ever-evolving creative imagination and enduring craftsmanship, GUCCI is also presenting the Sandbox at The Sandbox, which will be the first of its kind in the world.
For The Sandbox, GUCCI has created an immersive adventure set in Web3 London.
Now, let nspace show you the GUCCI COSMOS Land on The Sandbox.
Image courtesy of The Sandbox
GUCCI COSMOS on The Sandbox
When we enter the GUCCI COSMOS experience on The Sandbox, we come to a street with a British flavor.
We saw GUCCI COSMOS posters all over the street, advertising the opening of GUCCI COSMOS at 180 Studios in London.
Image courtesy of The Sandbox
Image courtesy of The Sandbox
GUCCI COSMOS: Ascending Room Elevator
During our visit to the GUCCI COSMOS experience at The Sandbox, we were greeted by a flagship store selling the GUCCI brand.
Image courtesy of The Sandbox
In this flagship store, there is an elevator in an ascending room, which is inspired by how Guccio Gucci, the founder of GUCCI, was inspired to create the brand when he was working as a baggage handler at the Savoy Hotel in London, so we can also consider this store as the founding store of GUCCI.
Image courtesy of The Sandbox
GUCCI COSMOS: The Galloping Zoetrope
GUCCI has long drawn inspiration from the world of equestrianism, and at COSMOS in London, a section was dedicated to this theme, with a number of pieces from the collection showcasing the brand's equestrian iconography.
圖片來源：tatlerasia
在 The Sandbox 上也精采地還原這項展覽，牆面上奔馳的馬匹搭配著旁邊桌上放著典藏品，為整個 GUCCI 的展間帶來更多的活力。
Image courtesy of The Sandbox
GUCCI COSMOS: Garden of Eden
What attracted me the most in this GUCCI COSMOS exhibition was his Eden Garden.。
Image courtesy of everydayjob
The Garden of Eden is a brand element from the 1966 Flora floral totem, which Rodolfo Gucci commissioned Italian artist and painter Vittorio Accornero de Testa to design for Princess Grace Kelly of Monaco, and is one of the most important elements embedded in the DNA of the GUCCI brand.
The Sandbox also perfectly reproduces the pure white garden of Eden, bringing out the beauty of GUCCI through the blooming white flowers.
Image courtesy of The Sandbox
GUCCI COSMOS: Even Two
While most of the previous exhibitions were dedicated to women's apparel and accessories, the next one is “Even Two”, which symbolizes the brand's pioneering belief in unisex fashion.
Image courtesy of everydayjob
During the GUCCI COSMOS experience, you can also see a pair of 10-meter-high monumental white statues, which also represent a change in social attitudes, and the suits worn by the two white statues we saw during the experience are the famous red velvet suits designed by Tom Ford in 1996 for both men and women.
Image courtesy of The Sandbox
GUCCI COSMOS: Archivio Collection
In the GUCCI COSMOS exhibition, there was a section called “Archivio Collection”, where a large number of cabinets and drawers housed the bags designed by GUCCI over the years.
In this blue-colored space, some cabinets are open, others are closed or half-open, or hidden behind frosted glass, as if hiding the secrets of their creations.
Image courtesy of everydayjob
GUCCI has also recreated this scene at The Sandbox, where you can see a variety of bags placed between cabinets and drawers, brightly illuminated in a blue color scheme.
Image courtesy of The Sandbox
The Sandbox experience at GUCCI COSMOS also featured five historic bags.
Five models that are now considered modern and timeless classics: the Bamboo 1947, the Jackie 1961, the Horsebit 1955, the Gucci Diana, and the Dionysus.
Image courtesy of The Sandbox
GUCCI COSMOS: Cabinet of Wonders
The GUCCI COSMOS exhibition featured a revolving cabinet of wonders, a three-meter high cabinet of wonders painted in bright red and filled with drawers and compartments.
Symbolizing GUCCI's free-spiritedness, the cabinet is a testament to the brand's talent for transforming the unexpected into beautiful objects, and for boldly following what inspiration can bring.
Image courtesy of everydayjob
GUCCI has also created a curiosity cabinet on The Sandbox, offering visitors to the experience a glimpse of the eclectic collection of clothing, accessories and antiques designed by GUCCI.。
Image courtesy of The Sandbox
In addition to the traditional physical exhibition, we were also able to take part in The Sandbox experience, where we learned how GUCCI's inspirational style has had a strong gravitational pull through the ages.
Next we will discuss why brands are now willing to create immersive brand experiences in the Web3 space.
Immersive Brand Experiences
Immersive brand experience brings a different experience to GUCCI fans, and why GUCCI COSMOS is willing to create an immersive experience in Web3 nspace analyzes the reasons as follows:
1. Increase the pipeline of brand promotion & exposure
We live in an era of attention economy, where the attention is, where the money is, so more and more brands regard the digital virtual environment as a means of attracting attention, through the meta-universe of The Sandbox, users start a journey through the brand's past, present and future, through a variety of interactive games, digital exhibitions, digital collections, to understand the origins of the brand's story.
2. Building the community of GUCCI users
Building new communities around user values is one of the ways that brands can open up new revenue streams.
The environment of The Sandbox is able to build a community of game lovers and GUCCI lovers through the experience of its gameplay, which can resonate with them and help the brand communicate with its users.
Conclusion
The Sandbox, as a pioneer of the metaverse, hopes to bring more gamers, creators, brands, and IP personalities into the metaverse in the future, utilizing the power of Web3 to provide education, social experiences, and events.
As more and more people join The Sandbox, the platform's global reach will continue to expand, bringing a brighter future for virtual creation and the development of virtual worlds.
If you're a brand that wants to explore the global marketplace, create brand voice and value, and combine online and offline marketing to create unlimited possibilities, contact nspace.
nspace specializes in creating Web3 experiences for brands. We provide The Sandbox with land sales/leases, asset building, marketing and planning for brands and products.
If you want to learn how to operate Voxedit, learn to design, build, and own your own assets in The Sandbox, you can click the following link to see more course contents, and become a meta-universe designer together to explore The Sandbox.
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