- Ferragamo’s Soho New York store is experimenting with Web3 to attract a younger audience.
- Customers can mint free NFTs by purchasing exclusive products and customisation services.
- Puma has partnered with 10KTF for a metaverse project.
Luxury Italian fashion brand Salvatore Ferragamo’s new concept store in Soho New York is giving away free NFTs as part of an experiential retail and Web3 experiment. According to Vogue Business, the concept was designed to make NFTs accessible to both crypto novices and Web3 enthusiasts.
The store, which opens today, is an experiment in how luxury fashion is testing Web3 offerings to attract a younger audience. Customers can claim free NFTs by purchasing exclusive products, made-to-order and customisation services.
The NFTs come with a playful element as they are displayed on large curved screens in a mirrored booth, featuring colourful, animated artwork by digital artist Shxpir (pronounced Shakespeare). The NFT experience was created in partnership with multidisciplinary studio De-Yan, which has worked with Louis Vuitton and Dior on immersive projects.
The artworks are customisable with accessories, shapes and patterns via a touch screen and visitors can pose for a video in the booth with the art and mint it on the spot as an NFT on Ethereum via OpenSea. To claim and receive the NFT in their wallet, visitors must enter an email address.
Ferragamo’s first NFT collection is limited to 256 mints but North America CEO Daniella Vitale says the store is open to expanding the concept further. The fashion brand joins other luxury houses like Gucci and Balmain in the Web3 world.
On a related note, Puma has partnered with narrative NFT project 10KTF on a metaverse project as the sportswear brand moves onto the next stage of its Web3 strategy. With this partnership, fans can expect personalisation and customisation of NFT pfps.
Exact details of how Puma’s metaverse project are scarce, but Puma chief brand officer Adam Petrick told Vogue Business that digital goods tied to physical products are in the pipeline.
“As a sports company, we have to be thinking about engaging with people in the physical world and giving people the opportunity to bring physical products into the digital world,” Petrick told Vogue Business. “Whether it’s gamified utility or access, it’s like a fourth dimension of experience with the product,” he says.
Puma has been building its Web3 strategy with trademark filings, and was one of the first sportswear brands to acquire an ENS domain, puma.eth. It has also been collecting and partnering with feline-centric NFT collections Gutter Cat Gang, Cat Blox and Cool Cats.
The sportswear brand also launched a virtual space on Roblox to test consumers’ appetites for virtual products.
Stay up to date: