Quick take:
Animated celebrity creator and vinyl toymaker, Superplastic, is dropping the final instalment of the SUPERGUCCI NFT collection created in collaboration with Gucci.
The NFT collection was announced in February as a two-part series of super-limited NFTs co-created by Gucci’s creative direction Alessandro Michele and digital artists Janky & Guggimon of Superplastic.
However, only holders of the SUPERGUCCI Janky NFT which was released in the first drop will receive the new Gucci Love Parade-inspired Guggimon NFT, which completes the set of the virtual duo. With only 500 NFTs minted for each drop, those who want to get their hands on the Guggimon NFT would have to bid for it on the secondary market.
The Guggimon NFT unlocks access to a brand new ceramic Guggimon sculpture produced at the Bitossi factory in Italy, shipped to holders to complete the digital meets physical SUPERGUCCI collection.
Over the last year, Superplastic’s Janky and Guggimon NFTs have generated over $20 million in total sales, with SUPERGUCCI’s current resale floor price of 1.18 ETH on OpenSea.
“Our celebrity characters have tens of millions of fans and followers around the world and to partner with Gucci, one of the most identifiable brands on the planet, was an exciting collaboration for both of us,” said Paul Budnitz, CEO and Founder of SUPERPLASTIC.
Gucci is not Superplastic’s only collaborator in the NFT space. In April, Superplastic collaborated with Yuga Labs to launch a limited edition NFT collection of vinyl art toys named “SuperBored” based on the Bored Ape Yacht Club NFTs.
Budnitz told Highsnobiety that there is an upcoming Guccighost drop in September as well as new experiential art spaces across a few American cities next year. The company recently opened its flagship store in Manhattan, featuring a gallery for installations and community gatherings.
Apart from the SUPERGUCCI collaboration with Superplastic, Gucci has been making headlines for its movements in the Web3 space, including the Gucci Aria NFT film sold via Christie’s auction for a final bid price of $25,000; a virtual Gucci Garden experience in May 2021 on online game platform Roblox; and a land purchase on The Sandbox.
In May, Gucci built a permanent presence on Roblox with Gucci Town. Last week, Gucci launched its first metaverse fragrance in Gucci Town and tapped Miley Cyrus as the face of its digital and physical Flora Fantasy fragrance campaign.
Gucci bought into its first DAO via a partnership with NFT marketplace, SuperRare, in June. With the investment, Gucci and SuperRare are launching Vault Art Space, an experimental online space that features a regular rotation of exhibitions.
Last week, Gucci announced that it’s accepting ApeCoin as cryptocurrency in select US stores.
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