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Attire model Lacoste is opening up a brand new digital retailer for the summer season. Created by retail expertise developer Emperia, the digital rendition combines a extra conventional immersive retail expertise with parts unique to holders of Lacoste’s UNDW3 NFT passes.
UNDW3 (pronounced “underwater”) is the identify of the French model’s NFT-based loyalty program. The digital retailer expertise is accessed through Lacoste’s customary e-commerce platform. After coming into through the mouth of the model’s emblematic crocodile, buyers can discover a tiled boutique earlier than taking the elevator as much as an out of doors pool space overlooking a seaside.
Items from Lacoste’s summer season attire assortment can be found for buy all through, and guests may take part in a crocodile-themed scavenger hunt sport.
Holders of Lacoste’s UNDW3 tokens on Ethereum can entry an extra underwater VIP area, which could be unlocked both by an electronic mail login or by connecting a digital pockets containing the token.
On the market within the VIP area is an unique UNDW3 attire assortment, made for and co-created in March by Lacoste’s UNDW3 neighborhood members. Every bodily garment comes with its personal digital twin as an NFT, plus an augmented actuality (AR) characteristic accessed by scanning a QR code.
An unique further degree of the scavenger hunt sport additionally performs out within the member area, with the chance to win prizes each week throughout the summer-long activation.
“Our ongoing work with Lacoste and its superior view of e-commerce and buyer loyalty has given start to new applied sciences that yield an improved person journey which connects the dots between digital and bodily retail,” Emperia co-founder and CEO Olga Dogadkina stated in a press release.
The truth is, that is the second shoppable activation that Emperia has constructed for Lacoste. The primary, which launched in December 2022 and in addition concerned a token-gated gamified ingredient for UNDW3 holders, went on to win a Webby Award in Could.
Earlier this 12 months, Emperia developed a digital expertise for L’Occitane, which showcased the French magnificence model’s retail universe and spotlighted elements and best-selling merchandise. Guests may take a bicycle experience by way of the lavender fields of Provence and fly over Corsica in a sizzling air balloon.
The tech firm has beforehand labored with Bloomingdale’s, Burberry, Christie’s, and Dior as properly.
After launching its Web3 loyalty program UNDW3 in 2022, Lacoste rolled out the second section in June. The model developed its genesis NFT go into a brand new dynamic token, and launched a gated neighborhood platform the place holders can chalk up rewards by taking part in interactive video games and style design challenges.
The style challenges happen in shut collaboration with Lacoste’s bodily studio, and members can leverage 3D and AI-based instruments. Factors tallies are displayed on a leaderboard on the location, and people who obtain the best scores can win prizes resembling per week with Lacoste in Paris, or the possibility to signify the UNDW3 neighborhood through a social media marketing campaign.
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