Quick take:
- Ralph Lauren has launched a new luxury concept in Miami’s Design District.
- The global luxury brand has teamed up with web3 company Poolsuite to offer a series of immersive experiences.
- The two companies launched the Ralph Lauren x Poolsuite NFT giving the Poolsuite community exclusive access to attend a special event.
Ralph Lauren has launched a new luxury design concept in Miami’s iconic Design District. The new design concept combines the creative power of a luxury lifestyle with digital innovation and immersive experiences.
The company has collaborated with the locally-based Web3 community Poolsuite for a new multi-tiered partnership. To celebrate Poolsuite’s first-ever brand collaboration, the two companies are launching a co-designed Ralph Lauren X Poolsuite NFT, giving the Poolsuite community exclusive access to attend a special event.
The Poolsuite Grand Leisure NFT collection holders will also be able to tap into Ralph Lauren’s luxury design portfolio, allowing them to update their leisure avatars to new looks using the vintage-vehicle-inspired ‘RL3000’ website.
Ralph Lauren’s new store will also be its first-ever to accept cryptocurrency as a form of payment. The company has partnered with Web3 payments service provider BitPay to allow customers to make purchases using Bitcoin (BTC), Polygon (MATIC) and Ethereum, (ETH) among others.
In the store, Ralph Lauren will use interactive digital screens to explore the full breadth of its products, book interactive styling appointments and create customised wish lists, among others.
The Miami store is part of Ralph Lauren’s current expansion plan for North America, Europe and Asia. The company believes that to achieve the next phase of growth in its grand strategy, it will need to build integrated ecosystems that blend digital platforms with physical stores, enabling it to bring the world of Ralph Lauren to life across the globe.
The new store will offer a curated assortment of Men’s Purple Label and Women’s Collection apparel and accessories, alongside one-of-a-kind handbags and accessories exclusive to the Design District location.
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