Chivas’ Campaign With Blackpink’s Lisa, Lacoste Opens Virtual Store, And Prada’s Timecapsule NFTs: Web3 Drops Of The Week

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Just like in the phys­i­cal world, brands in Web3 con­tin­ue to lev­el up their dig­i­tal acti­va­tions to com­mem­o­rate the hol­i­day peri­od. To cel­e­brate (almost) a year of wide­spread main­stream appeal, sea­son­al meta­verse expe­ri­ences are pop­ping up across the lux­u­ry mar­ket — seem­ing­ly going hand-in-hand with labels’ offline cam­paigns. Retail­er Lacoste is the lat­est to dive into the trend as it brings its trade­mark aes­thet­ic online through a gam­i­fied show­room space.

The lux­u­ry bev­er­age mar­ket is also soar­ing in demand across the dig­i­tal land­scape, and com­pa­nies are lis­ten­ing. This week alone, the old­est estab­lished cham­pagne house, Mai­son Ruinart, and Scotch whisky brand Chivas flocked to the vir­tu­al refresh­ment indus­try with their own dis­tinct, exclu­sive experiences. 

NFT hype is look­ing to be back on the up too, with the likes of Porsche’s first-ever NFTs and Prada’s ongo­ing month­ly token drop mak­ing head­lines this week. The car man­u­fac­tur­er is tak­ing a cus­tom-made approach to its project, allow­ing hold­ers to get in on the design action and co-cre­ate their tokens. The col­lec­tion marks the gate­way for Porsche’s long-term strat­e­gy in Web3, as the brand plans to inte­grate its icon­ic sta­tus online. 

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The Ital­ian fash­ion house released it’s hol­i­day-themed Time­cap­sule NFT, which takes designs and mate­ri­als from the brands archive, ear­li­er this week. Pho­to: Prada

Prada’s Sev­enth Time­cap­sule NFT Gets A Hol­i­day-Themed Makeover

What Hap­pened: Pra­da is back again with its month­ly Time­cap­sule NFT series. This time around, how­ev­er, the token has been giv­en a hol­i­day-inspired makeover to cel­e­brate the fes­tive sea­son. The drop includes a gen­der-neu­tral sweater fea­tur­ing the quin­tes­sen­tial­ly Nor­we­gian jacquard stitch tech­nique, along­side an embroi­dered logo and “Decem­ber” design. In line with the house’s pre­vi­ous releas­es, the NFT will arrive with a series of addi­tion­al ben­e­fits, includ­ing access to Pra­da Extends and Pra­da Mode.

The Ver­dict: This is the sev­enth install­ment of Prada’s ongo­ing token series, and the NFTs have proved suc­cess­ful over the course of their devel­op­ment. Fol­low­ing a sell­out debut back in June, the lux­u­ry group has seen each of its dig­i­tal drops fare well amongst con­sumers. Large­ly due to the exclu­sive ben­e­fits that are offered with each. The fash­ion indus­try is often crit­i­cized for its inac­ces­si­bil­i­ty, but Pra­da is demon­strat­ing how new doors into the world of lux­u­ry can be opened, while also tap­ping grow­ing trends and shift­ing con­sumer habits at the same time. 

Lacoste joins a ros­ter of fash­ion brands uti­liz­ing Web3 to cre­ate their own vir­tu­al stores. Pho­to: Emperia

Lacoste Unveils Its Own Vir­tu­al Store Expe­ri­ence For Fes­tive Shop­ping Season

What Hap­pened: After releas­ing a series of Web3 projects this year, includ­ing its UNDW3 NFT drop, Lacoste has lev­eled up its dig­i­tal strat­e­gy and unveiled its first-ever vir­tu­al store, devel­oped in part­ner­ship with VR retail tech devel­op­er Empe­ria. The online shop­ping expe­ri­ence allows users to nav­i­gate through a num­ber of show­rooms, each inspired by the brand’s trade­mark aes­thet­ic — with one inte­ri­or even designed to repli­cate a crocodile’s mouth. Along­side 360-degree views, the spaces also include gam­i­fied activ­i­ties and inter­ac­tive fea­tures cre­at­ed to pro­mote the label’s Christ­mas-themed products.

The Ver­dict: Online stores and show­rooms have expe­dit­ed from niche sta­tus to main­stream point-of-call this year. Rec­og­niz­ing the impact these cam­paigns have had on con­sumer expe­ri­ence, it’s unsur­pris­ing that Lacoste has invest­ed in cre­at­ing its own ded­i­cat­ed shop­ping plat­form. Char­lotte Tilbury, Coach, and Givenchy Beau­ty also joined the online store hype this year. The craze high­lights how labels are lev­el­ing up their tra­di­tion­al online retail mod­els into some­thing more excit­ing and engag­ing for the chang­ing dig­i­tal landscape. 

K‑pop super­star and Black­pink mem­ber Lisa has teamed up with the Scotch whisky brand in her lat­est Web3 cam­paign. Pho­to: Chivas

Scotch Whisky Label Chivas Taps Asia’s Idols For First-Ever Meta­verse Campaign

What Hap­pened: To com­mem­o­rate its lat­est “18 x LISA lim­it­ed edi­tion bot­tle,” Scotch whisky label Chivas has appoint­ed K‑Pop super­star Lisa in its lat­est dig­i­tal cam­paign. The vir­tu­al expe­ri­ence, titled “Regal Plan­et” — which kicked off on Novem­ber 27 with a live tick­et­ed event (avail­able to those in Chi­na, Tai­wan, Korea, Sin­ga­pore, and Malaysia) — marks the spir­it distillery’s entry to the meta­verse, and allowed guests to immerse them­selves in a vir­tu­al space along­side Lisa. 

The Ver­dict: The ini­tia­tive once again demon­strates the pow­er that Asia’s idols hold when it comes to the meta­verse. As well as just how effec­tive they are at dri­ving new fan­bas­es to the dig­i­tal realm in order to gen­er­ate hype, brand vis­i­bil­i­ty, and sales. Glob­al K‑pop super­star Lisa is also mak­ing a name for her­self in Web3. From par­tic­i­pat­ing in Bulgari’s vir­tu­al Zepeto expe­ri­ence to Blackpink’s meta­verse con­cert on PUGB Mobile, the celebri­ty is on her way to becom­ing one of the most sought-after linch­pins of the Web3/Chinaverse world, set­ting her­self up for a suc­cess­ful vir­tu­al career ahead. 

The lux­u­ry car man­u­fac­tur­er has unveiled its first-ever NFT, com­plete with co-cre­ation ben­e­fits for hold­ers. Pho­to: Porsche

Porsche’s NFTs Are Bring­ing A Per­son­al Touch To The Metaverse

What Hap­pened: Porsche has unveiled a new col­lec­tion of dig­i­tal assets, which are based around cars and parts from the manufacturer’s his­to­ry that have gone on to become cul­tur­al relics. In part­ner­ship with Unre­al Engine, own­ers of the NFTs will be able to access a series of exclu­sive expe­ri­ences, as well as con­tribute to the design of their tokens to make each a cus­tomized, one-of-a-kind piece. The car group has also announced that it will con­tin­ue to uti­lize blockchain tech­nol­o­gy in both exist­ing and future solutions.

The Ver­dict: Co-cre­ation is at the heart of the lux­u­ry car manufacturer’s strat­e­gy with its first-ever NFT drop. The brand is set to allow hold­ers of the tokens the oppor­tu­ni­ty to cus­tomize their vir­tu­al assets, design­ing a one-of-one, exclu­sive token. But Porsche has its work cut out in ensur­ing that its strong rep­u­ta­tion in the phys­i­cal world can be repli­cat­ed in the dig­i­tal. Nev­er­the­less, while the val­ue of NFTs as a stand­alone prod­uct is debat­able, Porsche’s approach brings a whole new lev­el of own­er­ship to its audi­ence. The project gen­er­ates loy­al­ty and a more con­nect­ed sen­ti­ment with the brand itself — some­thing that oth­er com­pa­nies could (and should) take note of. 



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