Gucci, a fashion house that’s always embracing the metaverse and Web3 technologies, is planning to launch on another digital experience. On 3rd April, the renowned Italian fashion house will introduce a mixed reality experience through Apple’s much-awaited Vision Pro headset.
This experience will feature an augmented version of “Who Is Sabato De Sarno? A Gucci Story,” a short film showcasing exclusive footage from De Sarno’s inaugural Gucci Ancora presentation in September of the previous year. Initially premiered on the global streaming platform Mubi on 15th March, the documentary will now be reimagined in a captivating virtual format.
Participants using the headset will have the opportunity to personalise their virtual environments and engage with 3D products inspired by the remarkable Gucci Ancora exhibition. With over 600 applications already available on the headset, including those from brands like Don Julio, Alo Yoga, and Mytheresa, a substantial 77.1 per cent of fashion enterprises are either planning to invest in or have already initiated immersive experiences for the Vision Pro, as indicated by research conducted by marketing service Sortlist.
While many brands prioritise commerce in their virtual endeavors, Gucci’s approach emphasises storytelling and delivering an immersive narrative to its audience. The challenge lies in maintaining a luxurious experience using 3D models, which can sometimes lack smoothness. As consumer expectations for immersive experiences grow alongside advancements in technology, the Vision Pro distinguishes itself in the competitive wearable tech landscape, attracting brands striving to remain at the forefront of innovation.
Amidst the projected dominance of spatial computing in the virtual realm, with market estimates reaching approximately US $ 705.15 billion by 2033 according to Precedence Research, Gucci is strategically positioning itself as a frontrunner in this evolving landscape, staying ahead of the competitors in the race towards digital engagement.
