Gucci and Superplastic went to great lengths to find the perfect name for their NFT collection. “SuperGucci” sounds good and at the same time reflects the personality of both companies. The presentation of this tailor-made series will take place this 1er February.
SuperGucci, where modern meets tradition
Alessandro Michelle is the name of the head of the design department of Gucci and he is also the creator of the NFT SuperGucci. Thanks to a collaboration with Superplastic, a brand of digital characters, this one intends to hit 250 NFTs, which will be released in three stages.
The release date for the first series, which will feature Janky and Guggimon, is set for 1er day of the month of February. On the occasion, Gucci will also unveil its Digital Vault, the new concept store online from home.
For this first batch, it has been said that each digital collectible piece will come with an exclusive ceramic sculpture by Gucci. Thus, the modernity-tradition mix will become concrete, since Gucci intends to welcome new technologies with open arms without separating from old modes of marketing.
NFT, Gucci also sees clearly
Since their advent, NFTs have left no one indifferent. Haven’t they been awarded the title of word of the year in 2021? Even the big luxury houses like Gucci, Balenciaga or Kering are not spared by the phenomenon.
In a logic of integrating non-fungible tokens into its ecosystem, Gucci, through Morgan Stanley, claims to want to increase the revenues of luxury brands by 10% by 2030. And with the lower production costs caused by digital, this figure may be multiplied by two over the same period.
This is because NFT sales do not include onerous tasks related to shipping or asset preservation. Note, however, that Gucci will not deprive its buyers of a good sculpture, regardless of the costs involved.
As for Superplastic, the startup specializes in the creation of virtual characters, as Marvel does so well. Except that his audience has grown thanks to social networks. The company is also behind NFTs affiliated with the Bored Ape Yacht Club (BAYC). Its seed round in October 2021 allowed the accumulation of approximately $20 million.
Here are some details that might interest you about some luxury brands:
– Gucci is exploring 3D clothing in a game with Nemo, a special luxury fashion NFT platform;
– Jimmy Choo has launched a collection of NFT surprise boxes;
– Dolce & Gabbana sold digital collectibles at auction;
– Louis Vuitton has designed, with Beeple, a game with these NFTs…
In short, NFTs no longer remain in the category of curiosities, if we refer to the recognition that the Collins dictionary and Google Trends bring them, but they have quickly switched to shopping carts. And it looks like Gucci is in the same boat too.
Sources: Ledger Insights
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