Italian fashion brand Salvatore Ferragamo’s new concept store in New York is giving away free NFTs, while Puma is working on a metaverse project.
Salvatore Ferragamo gives away free NFTs
Italian luxury fashion brand Salvatore Ferragamo’s new concept store in New York’s Soho is giving away NFTs as part of an experiential retail experiment and Web3.
According to Vogue Business, the concept is designed to make NFTs accessible to both cryptocurrency newbies and Web3 enthusiasts.
The store opened today, June 24, and is an experiment in how luxury fashion is testing Web3 offerings to appeal to a younger audience. Customers can claim free NFTs by purchasing exclusive, bespoke products and customization services.
NFTs have a playful element, as they are displayed on large curved screens in a mirrored booth, with colorful animated artwork by digital artist Shxpir.
The NFT experience has been created in collaboration with multidisciplinary studio De-Yan, which has worked with Louis Vuitton and Dior on immersive projects.
The artworks are customizable with props, shapes and patterns via a touchscreen and visitors can pose for a video in the booth with the art and mint it on the spot as an NFT in 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 American CEO Daniella Vitale says the store is open to expanding the concept.
The fashion brand joins other luxury houses such as Gucci and Balmain in the Web3 world.
On a related note, Puma has partnered with storytelling project NFT 10KTF on a metaverse project, as the sportswear brand moves into the next phase of its Web3 strategy.
With this partnership fans can look forward to the customization of NFT’s pfps.
Exact details of Puma’s metaverse project are scarce, but Puma brand director Adam Petrick told Vogue Business that digital products linked to physical products are in the works.
“As a sports company, we have to think about engaging with people in the physical world and giving them the opportunity to bring physical products into the digital world,” Petrick told Vogue Business. “Whether it’s a gamified utility or a login, it’s like a fourth dimension of product experience,” he says.
Puma has been building its Web3 strategy with brand showcasing, and was one of the first sportswear brands to acquire an ENS domain, puma.eth.
It has also been collecting and partnering with NFT’s feline-centric collections Gutter Cat Gang, Cat Blox and Cool Cats.
The sportswear brand also launched a virtual space on Roblox to test consumer appetite for virtual goods.
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