Unsealing the past. Unleashing the future.
Few brands have left a bigger mark on culture than Italian fashion house Gucci. But to maintain its cultural pull, Gucci needs to keep looking ahead to new tech — like Web3 and Discord.
As a fashion trailblazer, Gucci knows a thing or two about kicking off trends. That’s why it understands that Web3 isn’t simply another passing fad, but a powerful cultural force poised to disrupt the future of fashion, collaboration and commerce.
Having been the first luxury brand to drop an NFT, Gucci had already dipped its toes into Web3. But to make a long-lasting impact in the space, Gucci needed the right strategy to embed itself into the fabric of Web3 — a strategy that looks beyond the hype and forges a strong link with the people pushing this new culture forward.
With Media.Monks, I helped Gucci craft and calibrate its Web3 offering and positioning, devising a robust go-to-market strategy that stays true to its heritage while simultaneously inviting the Web3 community to co-create its future.
Enter Gucci Vault: a digital concept store blending the past and the future of the legendary fashion house, all powered by Web3.
Vault is a place of reflection and exploration.
It’s a time capsule cataloging a rich history. It’s a cultural hub celebrating an iconic aesthetic. It’s an interactive playground merging culture, community and commerce.
Vault isn’t another digital marketplace built to peddle NFTs. It’s Gucci's invitation to the Web3 community to co-invent the future and kickstart a new cultural wave — one fueled by the spirit of creativity, innovation and collaboration.
Client
Gucci
Year
2021-2022
Partners
Media.Monks
My Role
Branding, Go-to-Market Strategy, Web3 Consulting, Community Design