Gucci x Superplastic set to launch SUPERGUCCI NFTs

The bludgeoning world of NFTs and cryptocurrencies has grabbed the attention of brands and conglomerates around the world. This new era of digitization has already brought on a tirade of innovative launches from prominent names in all industries. The latest to join the bandwagon is Gucci, who recently celebrated its 100th year.

In a special collaboration with Superplastic, the Italian brand will launch a series of NFTs and ceramic artworks as part of SUPERGUCCI. Launched in 2018, Superplastic is an American company that creates animated characters that have made their presence known in the mainstream media as prominent celebrity figures; with millions of admirers and followers on social media platforms. The entertainment brand also produces and sells limited edition designer toys and apparel based on the famous characters created by them.

SUPERGUCCI, an ultra-limited edition collection, will comprise three drops of exclusive NFTs, accompanied by a ceramic sculpture designed by the two participating brands. The first drop, scheduled to go live on 1 February 2022, will consist of a physical collectable handmade in Italy and ten different NFTs that were reinterpreted through the lens of Superplastic’s synthetic celebrities Janky and Guggimon, after they visited the Gucci Vault. The Vault is an online concept store created under the vision of Alessandro Michele, Gucci’s creative director. This experimental space has also opened up the possibility of many new digital partnerships in future.

The designs that populate the SUPERGUCCI collection ascribe heavily to Gucci’s characteristic style, while also utilising Superplastic’s new vision. This collaboration will set off the next step for both the brands in their path towards research and experimentation to create new products for the metaverse. To celebrate this event, the Gucci Vault will also present some of its pre-owned pieces that have been selected by Alessandro Michele and the archivists of the company and been restored into unique pieces.

Read our coverage of Gucci's 100-year anniversary celebration on STIRworld here.