Porsche is kicking off a brand experience in the digital world during Art Basel in Miami by unveiling the brand's first collection of Non Fungible Tokens (NFT).
Lutz Meschke, Deputy Chairman of the Executive Board and Member of the Executive Board for Finance and IT at Porsche, says: "The project is another element of our digitalisation strategy. Our commitment is long-term and our Web3 team has all the freedom it needs to develop innovations in this area as well. Innovation management at Porsche sees potential in the buying experience, the metaverse and the supply chain. In addition, vehicle and sustainability topics are also considered."
Unique digital artworks
The digital art project is realised by the Hamburg designer and 3D artist Patrick Vogel. The former architect creates an impressive visual language for various applications in his studio ALT/SHIFT. For Porsche, he designs digital portraits that evolve around a white Porsche 911.
Buyers can influence and help shape the design of their individual NFT in a journey lasting several months. For this purpose, they can choose from three core themes of the Porsche brand, which they can project onto the artwork according to their personal preferences. The Performance, Heritage and Lifestyle routes influence the look and character of the digital collectibles. Owners then gain access to their individual collectibles in the virtual world. In preparation, the NFTs are already being created with the Unreal Engine 5.
7,500 unique digital collectibles
"With the NFT artworks, we are transferring our understanding of modern luxury and Porsche's unique brand positioning into the digital world," says Detlev von Platen, Member of the Executive Board for Sales and Marketing. Owners of Porsche NFTs get exclusive access to experiences in the virtual and real world. This allows digital pioneers to participate directly in Porsche's journey into the world of Web3 and enter into dialogue with the brand.
From January 2023, interested parties will have access to a total of 7,500 unique digital collectibles. As usual in the Web3 scene, it is possible to register in advance on an allowlist. Per person, the purchase of the NFTs is limited to three copies.
With its new virtual brand presence, Porsche underscores its position as an iconic brand and transfers the fascination of its sports cars to desirable artefacts of the digital world. As customers expect from Porsche, the NFT is also rare, iconic and timeless. Digital art is just one aspect of Porsche's Web3 strategy. Porsche is working on integrating the possibilities of blockchain into existing and future processes and solutions.
Digital art made real: "The Art of Dreams" in Miami
Porsche rounds off the brand's presence in Miami with an impressive physical art experience. Digital artist Chris Labrooy's physical installation on the beach at the Pérez Art Museum Miami brings Porsche's The Art of Dreams initiative to America for the first time. The larger-than-life figure, titled Dream big. is a tribute to childhood dreams and raises questions for the audience such as: Do we follow our dreams? Where will our dreams take us?
Labrooy's installation incorporates a white Porsche 911. The vehicle is the connecting element between the digital collectibles and the physical world. It is at the centre of all the haptic and virtual initiatives that Porsche is presenting during Art Basel in Miami.
Source: porsche Switzerland
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