I went on Gucci Vault’s Discord server. This is what I’ve learnt.

Laurent Francois
4 min readFeb 25, 2022

Edit January 2024: I run a weekly newsletter on the impact of digital in our lives (with some luxury topics as well). Subscribe to “ALIVE IN SOCIAL MEDIA” now. Gucci Vault might disappear in the next future according to Highsnobiety.

GUCCI has launched its experimental concept store called Gucci Vault. A mysterious name, highly commented in the media and among marketing & creators’ worlds.

Source: Gucci Vault (Instagram)

With a Discord server at its core, dedicated teams and true business models, the experiment is shaking digital and brand strategies. I’ve spent the last couple of nights to read through the server’s threads. And this is what I’ve learnt.

Clear topics, organic conversations.

Source: Gucci Vault Discord Server

Joining a Discord server is already a significant action for the user. You not only need to find it (or have an invite link) but you also need to be vetted/approved, and respect some rules.

It is worth mentioning that not so many luxury brands allow the general public, or passionate clients, to see what’s happening behind the scene, in a non “finalized” way. A mini revolution when it comes to building communities: it’s not only about generating scarcity, desirability, but to start creating a mini-political system with duties and rights.

The promise is not overselling and in the meantime ignites interest.

Source: Gucci Vault Discord Server

A mix of creative direction matches a true consumer value proposal (accessing collections and products) while letting the door open to Web3 developments.

High cultural potential meets high margins products

It is also very clear that this server encourages organic opportunities to raise; and that the Vault is a work-in-progress (very well crafted though). GUCCI does not force actions, they leave time, space, for conversations to happen. And for sales to skyrocket.

In a sense, high cultural potential can meet high margins products.

“Unbox the infinite curiosities of Vault, a place where past, present and future co-exist through the power of imagination. Envisioned by @gucci Creative Director @alessandro_michele, its virtual shelves showcase objects from different eras to create those perfect conditions to spark creativity for the future.”

Organic and unexpected chats do occur; some users create games, screen-record what they’re doing with GUCCI arcade games, start simply the day by saying hello. You can feel the vibes of chat-rooms.

In the meantime, GUCCI shares some press-clippings, mostly the ones that are future-facing. A way to use the press to feed the loop.

The role of community management and super-users

GUCCI has invested a lot of efforts in building a safe community on Discord. Some moderators indeed reinstates some general principles to make sure there’s no SPAM or random promotion.

Source: Gucci job description

But what’s even more interesting is the role of super-users on Discord. @valeri3michaels for instance keeps cheering other users, share relevant inspirations, NFT work, but also interact with additional information about GUCCI; thanks to her, we learn that the founder Guccio Gucci used to work at the Savoy as a lift boy, a dishwasher, a bellhop, and a waiter, and how it shaped his vision. She also shares various archives, resources, that you can only truly get if you spend a very fair amount of time diving into archives.

In the meantime, the community also adopts some classic digital activities like celebrities’ looks and finding what they wear, discussing a new collection etc.

One of the threads is very unique as well; in order to fight against scam/fraudulent usages of their Supergucci collaboration, a #scam-report thread has been created. It’s tough to know exactly how powerful it might get, but it’s an interesting move to incite their ‘users-turned-participants’ to crowdsource this effort.

The demographics of users is also very insightful; last time I’ve checked, 10K users were online; some of them into metaverse-aesthethics, NFTs creators, others are just curious, fashion lovers, GUCCI addicts.

Source: Gucci

GUCCI is actively recruiting talents, specifically dedicated to Discord. The launch of the Vault is therefore not only a communication exercise and a profound shift in the way communities of customers and passionate creators are handled. It is an exercise at the crossroad of PR, content marketing, operations, branding, product development, finance etc.

It opens exciting playgrounds for brands to test and learn; it embraces very large cultural and consumption territories while applying a prototyping methodology.

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Laurent Francois
Laurent Francois

Written by Laurent Francois

Managing partner, 180 (Social, LUXE). Co-founded Re-Up agency. Creative strategy, social media, luxury.

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