Luxury brand Gucci has been a pioneer of its sector in using the metaverse. In May 2021, it become the first luxury brand to launch an NFT and in the same month it opened its Gucci Garden Experience in Roblox.
The NFT, which in actuality was a four-minute film called Aria created by celebrated director Floria Sigismondi, became the most expensive single item ever sold by Gucci, being auctioned off at $20,000 (the money went to charity).
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