Italian manufacturer of luxury clothing, accessories and textiles Gucci bought a virtual plot of land in the meta-universe The Sandbox. On the unusual acquisition of the fashion house reported in Vogue Business, referring to the published project.

It is noted that this way the management of Gucci has decided to attract the attention of the younger generation of consumers. Representatives of the brand stress that the transition to a virtual reality will give users of The Sandbox platform to acquire and use exclusive designer Gucci things.

Vogue Business also recalled that it was the Italian fashion house that pioneered its segment in terms of creating NFT. The brand's irreplaceable token was sold last year at Christie's.

McDonald's has also planned to focus its activities and spread its influence on meta-universes. As reported by American lawyer Josh Gerben, the globally popular fast-food restaurant chain has begun registering trademarks, which will then be used to distribute its digital assets and build branded establishments online.