Gucci, SuperRare Collab on Digital Art Vault

Fashion brand Gucci on Thursday (June 23) announced “Vault Art Space,” a collaboration with digital art marketplace SuperRare to create an online gallery fueled by non-fungible token (NFT) development, according to a company press release.

Vault Art Space “is a place to view the forward-thinking visions of contemporary artists, as well as buy their artworks with cryptocurrencies,” the press release said. The first exhibition, entitled “The Next 100 Years,” includes 28 artists whose works “reflect upon the House’s century of heritage and envision what comes next,” according to the release.

The initial slate of artists includes Alanna Vanacore, Alex Trochut, Alexis Christodoulou, Aliendope, ALIENQUEEN, Aliina Kauranne, anchenillustration, Antoni Tudisco, Dārta Katrīna, diberkato, Drew Young, eBoy, Ignasi Monreal, Ignorance1, Jordan Schiffer, Kris Andrew Small, loudsqueak, Merijn Hos & Jurriaan Hos, Paulina Almira, Pet Liger, Pindar Van Arman, SamJ, Sasha Katz, Sheidlina, Tim Maxwell, trs.mnz, Tyler Spangler, VEXX, and YEAHYEAHCHLOE.

“Unbound by physical walls, the space presents a regular rotation of digital artworks, each a collectible fragment of the kaleidoscopic heritage of the House,” Gucci said.

Vault Art Space’s first exhibition will be auctioned off on Vault’s website in three drops from Thursday (June 23) to July 1.

Related: Gucci Continues Courting Younger Consumers With Harry Styles-Designed Line

Earlier this week, in a bid to broaden its appeal to young consumers, Gucci teamed up with pop music superstar Harry Styles to produce a line of vintage, rock-inspired apparel. Styles became the latest musician to try his hand at fashion design when Gucci launched the HA HA HA clothing line Monday (June 20).

The line includes 25 looks co-designed by the former One Direction vocalist and Gucci creative director Alessandro Michele.

The collection, which will be in Gucci stores in October, includes “sport coats with meaty lapels, neckerchiefs and glen-plaid topcoats,” according to The Wall Street Journal, which noted “the clothes have a palpable ’70s look to them.”

The HA HA HA line marks Gucci’s boldest move to boost its annual sales from about $10.3 billion to about $15.8 billion through “the high potential of young millennials and Gen Z” consumers, a plan announced by parent company Kering earlier this month.

Sign up here for daily updates on all of PYMNTS’ Crypto coverage.