In the past two years, legacy brands have begun to embrace a world that blends the physical and digital realms. In July 2021, Coca-Cola minted and sold NFTs to benefit Special Olympics International. Less than a year later, Nike launched its Cryptokicks collection, selling an NFT sneaker for over $130,000. Meanwhile, Gucci has been regularly experimenting on Web3 with releases spanning film, digital fashion, sculpture, and more.

Now, Porsche is making its move.

In an exclusive interview with nft now, the luxury sports car maker announced its official entry into Web3 and revealed initial plans for its decentralized future.

These NFTs can go fast

The first Web3 project that Porsche has planned is a 7,500-piece NFT collection based on the classic Porsche 911. The NFTs are scheduled to launch in January 2023, with Hamburg-based designer and 3D artist Patrick Vogel creating each piece.

After making a purchase, holders will help shape the design of their individual NFTs. Specifically, people will be able to select a “path” for their NFT: performance, lifestyle, or heritage. Each route embodies a specific aspect of Porsche’s premium brand identity and will influence the overall design and character of the NFT. Over the next several months, Vogel will work with this user information derived from the initial sale to prepare each NFT as a special 3D asset in Unreal Engine 5.

Ultimately, through this new virtual brand presentation, Porsche aims to expand the appeal of its sports cars to encompass artifacts coveted in the digital world. To this end, when outlining the aesthetics of the 3D images, Lars Krämer, manager of innovation and methods at Porsche, told nft now that the team drew on “Porsche heritage, typical Porsche elements and the styling of modern life to piece together an exciting set of possible layers in a creative, token-controlled journey.” He also emphasized that Porsche set aside a certain amount of freedom so that owners “can let their style and the mood of the situation flow on the display”.

In addition to helping shape the aesthetic of their NFT, owners will also gain exclusive access to virtual and real world experiences.

However, this NFT collection is just the beginning of Porsche’s Web3 plans. “We have made our long-term commitment, and our Web3 team has full freedom to develop innovations in this dimension as well,” said Lutz Meschke, Porsche Vice President and Executive Board Member for Finance and IT.

Beyond NFTs: Porsche’s Web3 future

In addition to its January NFT launch, Porsche is also working to integrate blockchain technologies into its existing (and future) processes. Specifically, the company noted that its innovation management teams see promise in moving the shopping experience and supply chain to Web3. Issues related to vehicles and sustainability are also being explored.

So how exactly does Porsche plan to execute this strategy?

To help spread the word about its NFT launch and dig deeper into the rest of its Web3 efforts, Porsche will host a panel on November 30 at nft now and Mana Common’s The Gateway: A Web3 Metropolis, a five-day festival that will take place during Art Basel Miami. There, visual artist Vexx will join members of the Porsche team to discuss his entry into Web3.

Along with its appearance at The Gateway 2022, Porsche will also present an exclusive art installation at Art Basel Miami 2022. From November 29 to December 3, the physical sculpture dream big by Chris Labrooy will be exhibited at the Pérez Art Museum Miami. Featured under Porsche’s The Art of Dreams campaign, this upcoming installation will mark the campaign’s official US debut.

A new kind of connection

When operating under Web2 frameworks, brands typically focus on improving their social media engagement metrics. They do this by creating content that appeals to the masses, content that is focused on generating as much engagement as possible from online users.

Deniz Keskin, Director of Brand Management and Partnerships at Porsche, noted that Web3 offers a way for the company to provide its consumers with fresh digital experiences. In addition, NFTs and other Web3 technologies extend the creative process, allowing brands to co-create with their customers and provide them with more personalized experiences.

“Venturing into new areas has always been the ethos of our brand,” Keskin said. “We are excited to enter Web3 with our first NFT collection. Our goal is an extension of our brand in a fully digital environment. And ideally, meet new friends along the way.”