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Experiential retail, meet Web3. Luxury Italian brand Salvatore Ferragamo’s new concept store in New York’s Soho neighbourhood is giving away free NFTs to customers alongside exclusive products, made-to-order and customisation services.
The concept was designed to make NFTs accessible and smooth for both Web3 loyalists and the crypto-curious, says North America CEO Daniella Vitale, in a store environment backdropped by periwinkle walls and regal columns.
The store, which opens today in an area known for its youthful energy, offers a glimpse into how luxury is experimenting and testing Web3 offerings to attract a new, younger audience. For one, it’s playful and exploratory: the NFTs are accessed via an elaborate mirrored booth in which a large curved screen displays the colourful, animated artwork by digital artist Shxpir (pronounced Shakespeare), created in partnership with multidisciplinary studio De-Yan, which has produced immersive projects for Louis Vuitton and Dior. Visitors can customise the artwork with various elements, such as a silver chain and abstract shapes and patterns via touch screen and pose for a video in the booth with the art, which is minted on the spot as an NFT on Ethereum via OpenSea. Visitors must enter an email address to receive the social-friendly video and to claim the NFT in their wallet. The store is limiting the inaugural collection to 256 NFTs to start but is open to expanding the concept further, Vitale says.