Gucci wants you to come play in the sandbox — literally.

Expanding its roster of digital initiatives, the Italian house is partnering with The Sandbox, a game and metaverse world where players can buy, develop, and sell virtual real estate. Details on the collaboration remain largely under wraps, though a press release hints at what to expect.

"Gucci and The Sandbox will collaborate to create an interactive fashion experience based on Vault, Gucci’s conceptual space and meeting place inspired by childhood memories of the search for beauty," the announcement reads.

The "fashion experience" in question? "Select metaverse fashion items created by Gucci designers will be available for players and creators to buy, own, and use in their own crafted experiences using The Sandbox’s free VoxEdit and Game Maker creation tools," the release explains.

In short: Gucci has acquired a plot of land on The Sandbox and will work with the game to develop an in-game retail experience mirroring the Vault e-store (which, interestingly, just launched a dedicated Instagram).

Since its inception, Vault has acted as an umbrella for Gucci's more experimental, Gen Z-minded projects — most recently, its NFT drop with SUPERPLASTIC.

Earlier in February, the luxury label partnered with the multimedia company to birth SUPERGUCCI, a series of NFTs that members of Gucci's Vault Discord server got first dibs on.

The house's early adoption of digital trends sets it apart from other luxury competitors.

Last year, it became one of the first high fashion brands to mint and sell an NFT. Around the same time, Vogue's Business Index found that Gucci is Gen Z's most-recognized brand, an achievement that most likely has something to do with creative director Alessandro Michele's willingness to experiment with innovations that others — such as LVMH's Bernard Arnault — find risky.

In fact, Gucci's embrace of digital culture dates back much further than the advent of NFTs and the metaverse. Back in 2017, the house launched #TFWGucci, an advertising campaign comprised entirely of custom memes.

While Arnault's tasteful pooh-pooh of the metaverse is understandable (especially from a non-Gen-Z'ers point of view), Gucci's plunge into the digital medium seems to beckon: come on in, the water's fine!

What To Read Next

  • Image on Highsnobiety

    Sorry Nike, Jack Harlow Rocks New Balance in White Men Can't Jump

  • Image on Highsnobiety

    The New Nike LeBron 20 Is a Part of History

  • Image on Highsnobiety

    Nothing Says Valentine's Day More Than These Self Care Gifts

  • Image on Highsnobiety

    Stone Island Expands Its Ghost Palette for SS23

  • asics x JJJJound

    Missed Out on the JJJJound Collab? This GR GEL-Kayano 14 Has Got You

  • Image on Highsnobiety

    From JJJJound to GmbH: These Are ASICS' Best Recent Collabs

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.