“Our mission is to empower culture makers and bring this technology from niche to mainstream,” Medved said. “With The Gateway, we want to create a literal gateway to bring new people to web3 and help them understand the power and potential of this technology.”

9dcc, one of the fashion-focused NFT projects, will introduce a phygital product, which includes an NFT and a physical product, through its Art Basel popup. The product is the first piece in its ITERATION-02 collection. The appointment-only experience opened on November 29 and runs through Saturday. At the close of the popup, 9dcc will host a virtual minting with launch token for Gmoney’s Admit One private member community and an IRL minting for private clients to view.

Blake Lezenski, Program Leader for Outlier Ventures and Farfetch’s dream assembly accelerator, said Dream Assembly companies will also have a presence this year. “During Art Basel, established luxury brands are excited to demonstrate their emphasis on community with memorable immersive experiences that audiences want to share digitally,” he said. “Instead, Web3 fashion brands focus on showcasing their brand’s IP to target audiences, as well as expanding their networks into the art world and connecting with real-life legacy fashion executives.”

Traditional fashion brands at Art Basel will participate in the art and web3 spaces through exclusive events: Prada Timecapsule NFT holders, who purchased the brand’s first six NFT drops, will have exclusive access to the Prada Extends Miami event , which will take place on December 1. the music and artwork from the event will be curated by British Canadian electronic musician Richie Hawtin, aka Plastikman, who has created the soundtrack to some of Prada’s recent shows. Meanwhile, on November 29, Armani hosted the Giorgio Armani Love Art Basel Miami event, aimed at combining fashion, art and technology, according to the brand. In addition, he will be hosting a party during the week at his Design District store. Finally, Balmain will hold a metaverse exhibition at the virtual Villa Balmain; it will be accessible on site through Miami’s immersive exhibition space, Superblue Miami.

To mark the launch of Adidas’ first digital wearables collection, Adidas will host “(Probably) Real,” an immersive invite-only event on December 3. According to the brand, it aims to question and redefine society’s relationship with the physical. and virtual spaces. It will feature AR technology and focus on the brand’s landmark NFT collection of digital fashion launched last week. Called “Virtual Gear,” the collection marks a brand move toward digital merchandise outside of NFT community associations like the Bored Ape Yacht Club. NFT holders from ITM, BAYC, MAYC, AdmitOne, Punks Comic, and Founders Dao will take a journey through Adidas’ web3 universe, from their 2021 “Into the Metaverse” NFT project to the reveal of their new digital fashion collection .

“While relationships with our web3 community can be forged on Discord or Twitter, the fact remains that our community is made up of real people, and the opportunity to engage and interact with them in real life is something we will always take seriously,” he said. Erika. Wykes-Sneyd, vice president of Adidas Three Stripe Studio.