Just like in the physical world, brands on Web3 continue to level up their digital activations to commemorate the holiday season. To celebrate (almost) a year of mainstream mainstream appeal, seasonal metaverse experiences are popping up across the luxury market, seemingly going hand-in-hand with brands’ offline campaigns. Retailer Lacoste is the latest to jump on the trend, bringing its trademark aesthetic online via a gamified display space.

Market demand for luxury beverages is also increasing across the digital landscape, and companies are listening. Just this week, the oldest established champagne house, Maison Ruinart, and Scotch whiskey brand Chivas flocked to the virtual soft drink industry with their own unique and distinctive experiences.

The NFT hype also seems to be back, with the first Porsche NFTs and Prada’s ongoing monthly token drop making headlines this week. The automaker is taking a bespoke approach to its project, allowing holders to get in on the design action and co-create their tokens. The collection marks the gateway to Porsche’s long-term strategy on Web3, as the brand plans to integrate its iconic status online.

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The Italian fashion house launched its Christmas-themed Timecapsule NFT earlier this week, which takes designs and materials from the brand’s archive. Photo: Prada

Prada’s Seventh Timecapsule NFT Gets a Christmas-Themed Makeover

What happened: Prada is back with their monthly Timecapsule NFT series. This time, however, the token received a holiday-inspired makeover to celebrate the festive season. The release includes a gender-neutral sweater featuring the quintessential Norwegian jacquard stitch technique, along with an embroidered logo and the “December” design. In line with previous releases from the house, the NFT will arrive with a number of additional benefits, including access to Prada Extends and Prada Mode.

The verdict: This is the seventh installment in Prada’s ongoing token series, and NFTs have proven successful over the course of their development. Following a sold-out debut in June, the luxury group has seen each of its digital releases perform well with consumers. Largely due to the exclusive benefits offered with each one. The fashion industry is often criticized for its inaccessibility, but Prada is demonstrating how it can open new doors to the world of luxury, while tapping into growing trends and changing consumer habits.

Lacoste joins a list of fashion brands using Web3 to create their own virtual stores. Photo: Emperia

Lacoste Introduces Its Own Online Store Experience For The Holiday Shopping Season

What happened: After launching a number of Web3 projects this year, including its UNDW3 NFT drop, Lacoste upped its digital strategy and unveiled its first virtual store, developed in partnership with retail technology developer VR Emperia. The online shopping experience allows users to navigate through various showrooms, each inspired by the brand’s trademark aesthetic, with an interior even designed to replicate the mouth of a crocodile. In addition to 360-degree views, the spaces also include gamified activities and interactive features created to promote the label’s holiday-themed products.

The verdict: Online stores and showrooms have transitioned this year from niche status to mainstream calling point. Recognizing the impact these campaigns have had on the consumer experience, it’s no surprise that Lacoste has invested in creating its own dedicated shopping platform. Charlotte Tilbury, Coach and Givenchy Beauty also joined the online store’s fashion scene this year. The Madness highlights how labels are upgrading their traditional online retail models into something more exciting and engaging for the changing digital landscape.

K-pop superstar and Blackpink member Lisa has teamed up with the Scotch whiskey brand in her latest Web3 campaign. Photo: Chivas

Chivas Scotch Whiskey Label Turns to Asia’s Idols for First-Ever Metaverse Campaign

What happened: To commemorate its latest “limited edition bottle 18 x LISA”, scotch label Chivas has featured K-Pop superstar Lisa in its latest digital campaign. The virtual experience, titled “Regal Planet,” which kicked off on November 27 with a live ticketed event (available to those in China, Taiwan, Korea, Singapore, and Malaysia), marks the spirits distillery’s entrance into the metaverse. and allowed guests to immerse themselves in a virtual space with Lisa.

The verdict: The initiative once again demonstrates the power that Asian idols have when it comes to the metaverse. In addition to how effective they are in attracting new fan bases to the digital realm to generate publicity, brand visibility and sales. Global K-pop superstar Lisa is also making a name for herself on Web3. From taking part in Bulgari’s Zepeto virtual experience to Blackpink’s metaverse concert on PUGB Mobile, the celeb is on his way to becoming one of the most sought after lynchpins in the Web3/Chinaverse world, gearing up for a successful virtual career ahead.

The luxury automaker has unveiled its first NFT, complete with co-creation benefits for holders. Photo: Porsche

Porsche NFTs are giving the metaverse a personal touch

What happened: Porsche has unveiled a new collection of digital assets, which are based on cars and pieces from the manufacturer’s history that have become cultural relics. In partnership with Unreal Engine, NFT owners will be able to access a series of exclusive experiences, as well as contribute to the design of their tokens to make each one a personalized and unique piece. The car group has also announced that it will continue to use blockchain technology in existing and future solutions.

The verdict: Co-creation is at the core of the luxury automaker’s strategy with its first NFT launch. The brand is set up to allow token holders the opportunity to personalize their virtual assets, designing a one-of-a-kind exclusive token. But Porsche has a lot of work to do to ensure that its strong reputation in the physical world can be replicated in the digital world. However, while the value of NFTs as a stand-alone product is debatable, Porsche’s approach brings a whole new level of ownership to its audience. The project generates loyalty and a more connected feeling with the brand itself, something that other companies could (and should) take note of.