Gucci's Web3 Endeavours - SuperGucci and Gucci Grail

Digital fashion, Intersection, Creativity, Self-Expression, Community
Branded Content-Fashion, Beauty & Lifestyle / Honoree

Branded Content-Fashion, Beauty & Lifestyle

10KTF Gucci Grail successfully brought the world of luxury fashion to NFTs Micael Barilaro, VP Metaverse Ventures

Q: Can you briefly describe your project and the concept behind it?

A: 10KTF Gucci Grail taps the blockchain to challenge this digital/physical barrier. Holders of 11 PFP collections came to visit digital artisan Wagmi-san, the tailor of 10KTF Shop, to dress their PFP’s in Gucci gear. Digital identity inspired this project and understanding that people should be able to express themselves through fashion on their PFP, like they can in the physical world.

Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?

A: Where previous items featured 1-of-1 wearables featuring art of the user’s PFP, the 10KTF Gucci Grail required a custom designed version of the Gucci outfits to match the art style of each PFP, then a custom built system to apply to each individual PFP. 10KTF included 11 different NFT project communities in this project, so to produce a fair sale, we used to distribute spots to members from each of the projects in the drop.

Q: What were some of your biggest learning and takeaways from this project?

A: People are passionate about their digital identities, and fashion is a vehicle for self expression. Gucci connected with a new audience via a new avenue, which brings new possibilities for the fashion industry in web3. The collector culture of web3 gives fashion and technology a place to innovate, entertain, and foster new communities.

Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?

A: The 10KTF Gucci Grail project involved ERC-1155 and ERC-720 tokens for the Mint Pass and Gucci Grail tokens, respectively. The drop site was built primarily using React.js for the front end, AWS for backend, and Hardhat for development on the Ethereum blockchain. Art and rendering pipeline was done through Photoshop and After Effects.

Q: How did the final product meet or exceed your expectations? What results did you see?

A: The release of this PFP created a new, micro- community of collectors, who noted that this was the first Gucci purchase they had made. Authenticity of this release was key to its success. Many other high fashion ventures into the metaverse were ill-defined. We corrected that with this collaboration. Gucci’s brand equity in luxury fashion, coupled with Wagmi-san’s well-established 10KTF company as the retail outlet, made the drop successful.

Q: Why is this an exciting time to create new digital experiences? How does your team fit into this?

A: New technologies and innovative partnerships allow us to push the boundaries of what’s possible in digital spaces, bringing elements of the physical world together to curate digital experiences, identities and communities. Gucci and Yuga labs is an example of how two powerful brands can come together to forge meaningful experiences for communities in web3.
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