During Art Basel in Miami, Porsche launches a brand experience in the metaverse and unveils its first collection of non-fungible tokens (NFT).
Unique digital artworks
Porsche’s new digital art project has been created by Hamburg-based designer and 3D artist Patrick Vogel. In his ALT/SHIFT studio, the former architect is creating an impressive visual language for various applications.
For Porsche, he designs digital portraits centered on a white Porsche 911.
Lutz Meschke, Vice President and Member of the Board of Management Finance & IT: “This project is a further element of our digitalization strategy. We are committed to the long term and our Web3 team has the autonomy to develop innovations in this dimension as well.” Porsche’s innovation management also sees potential in the shopping experience, the metaverse and the supply chain. Vehicle and sustainability aspects are also taken into account.
Buyers can influence the design of their individual NFTs in a collaborative and engaging journey lasting several months. To do so, they can choose from three central themes of the Porsche brand and integrate them into the artwork according to their personal preferences.
The paths of performance, heritage and lifestyle will influence the appearance and character of the collectors’ digital objects. Owners will then have access to their collectibles in the metaverse, each created by Unreal Engine 5.
“The NFT artwork allows us to translate our conception of modern luxury and the unique positioning of the Porsche brand into the digital world,” said Detlev von Platen, Board Member for Sales and Marketing. Porsche NFT owners have exclusive access to virtual and real-life experiences. Digital pioneers can, for example, participate directly in Porsche’s journey into the Web3 world and engage in dialogue with the brand.
“Porsche has long been linked to the creative arts and we are delighted to take this step at Art Basel by launching a beautiful, and of course unique, NFT suite that allows private ownership of a Porsche art piece. We are excited to launch in Miami and to witness the work of NFT owners as their bespoke artwork is developed over the coming months,” said Kjell Gruner, President and CEO of Porsche Cars North America, Inc.
Beginning in January 2023, future customers will have access to a total of 7,500 unique digital collectibles. As usual in the Web3 scene, you can register in advance on a permissions list. NFT purchases are limited to three per person.
With its new virtual brand presentation, Porsche underscores its position as an iconic brand and translates the captivating appeal of its sports cars into desirable artifacts in the digital world. As clients have come to assume from Porsche, the NFT is rare, iconic and timeless.
Digital art is just one component of Porsche’s Web3 approach. The sports activities car manufacturer is running to integrate the capacity of blockchain technology into existing and destiny methods and answers.
The collaboration spans several disciplines and is supported by subsidiaries such as Porsche Digital and MHP, as well as strategic business partners such as UP.Labs and nft now.
Distribution is handled by road2dreams GmbH, a new company founded by our partner Fanzone.
Beyond NFT: Porsche’s future on Web3
Beyond the launch of NFT in January, Porsche is working to integrate blockchain technologies into its current (and future) processes. In particular, the company noted that its innovation management teams see promise in moving the shopping experience and supply chain to Web3. Vehicle and sustainability issues are also under consideration.
Porsche’s strategy
To help spread the word about the launch of NFT and deepen other Web3 efforts, Porsche will host a panel on Nov. 30 at nft now and at The Gateway at Mana Common: A Web3 Metropolis, a five-day festival taking place during Art Basel Miami. There, members of the Porsche team will join visual artist Vexx to discuss his Web3 entry.
In addition to its presence at The Gateway 2022, Porsche will also present an exclusive art installation at Art Basel Miami 2022. From November 29 to December 3, Chris Labrooy’s physical sculpture Dream Big will be on display at the Pérez Art Museum Miami. Presented as part of Porsche’s The Art of Dreams campaign, this installation will mark the campaign’s official U.S. debut.
A new kind of connection
When operating on Web2, brands often focus on improving social media engagement metrics. To do so, they create content that appeals to the masses, content that focuses on engaging users as much as possible online.
Deniz Keskin, director of brand and partnership management at Porsche, noted that Web3 offers the company a way to provide its consumers with new digital experiences. In addition, NFT and other Web3 technologies extend the creative process, allowing brands to co-create with their customers and offer them more personalized experiences.
“Our philosophy will always be to get into new areas,” said Keskin. “We are thrilled to join Web3 with our first NFT collection. Our goal is to extend our brand into a fully digital environment. And, ideally, meet new friends along the way.”
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