2022年9月8日

潛水簡介:根據一份新聞稿，彪馬首次推出了其首個元宇宙體驗，黑色站，其中的nft可以兌換限量版的實體運動鞋。這一體驗是該運動品牌在紐約時裝周(NYFW)期間“Futrograde”秀的一部分。黑色車站包括一個帶有三個入口的數字大廳空間。前兩個門戶現在可以訪問，並推出Nitro NFRNO和Nitro Fastroid運動鞋，這與該品牌最近的NFT Nitropass薄荷相關聯。購買了硝基通的消費者可以獲得兩個nft，一個與實體產品綁定，一個與定製體驗綁定。在Futrograde時裝秀之後，minters可以燒毀他們的產品聲稱的非功能性材料，並領取實物運動鞋。第三個門戶作為紐約時裝周數字元世界時裝秀的入口，在這裏，參觀者可以觀看該時裝秀的數字改編版，並與該係列的作品進行互動。這種體驗說明了品牌是如何通過新興的元宇宙將現場活動與數字活動聯係起來的。Dive Insight: Puma是零售時尚領域最新的一個擁抱元宇宙和相關技術的品牌。“黑站”的體驗通過非ft將數字設計與實體產品聯係起來，展示了品牌利用技術與消費者互動、豐富消費者體驗的一種方式，就像普拉達(Prada)和美國鷹(American Eagle)等品牌所做的那樣。 Its name revives a brand concept that revolved around high-end fashion. "Given the boundaries we are pushing from a product design and digital standpoint, we found it fitting to bring Black Station back as a new portal for digital exploration across fashion, sport performance, our heritage classics, and innovation," said Adam Petrick, Puma's Chief Brand Officer, in the press release. In addition to giving real-world value to Puma's recent NFT release , Black Station allows the brand to extend the reach of NYFW beyond its physical location. The metaverse allows for a bridging of physical and digital spaces and has quickly become a popular way for marketers to activate around large-scale cultural events like NYFW. Similarly, brands including Tommy Hilfiger and DKNY in March participated in Metaverse Fashion Week . Black Station was designed by creative ventures firm FTR and is built with Unreal Engine 5. Created by developer Epic Games, Unreal is a 3D creation tool that is used across games, film, architecture, fashion, automotive, music and live events, as well as Fortnite. The engine has been a popular tech for brands activating in the metaverse, and is at the heart of a collaboration between Epic Games and WPP . The metaverse is expected to be worth $5 trillion by 2030 , per a McKinsey report, making it a shiny penny during the last year for marketers of all stripes, but especially those in retail and fashion. In May, Gap launched a virtual, purchase-free experience in Club Roblox , while Gucci opened a persistent digital space on the platform. Such experiences seek to engage the younger consumers who have popularized such digital platforms but are more difficult to reach through traditional ad channels. Recommended Reading