Chivas’ campaign with Blackpink’s Lisa, Lacoste opens virtual store and Prada’s Timecapsule NFTs: Web3 Drops of the Week

Just like in the physical world, brands in Web3 continue to ramp up their digital activations to commemorate the holiday season. To celebrate (almost) a year of widespread mainstream appeal, seasonal metaverse experiences are popping up across the luxury market—apparently going hand-in-hand with the labels’ offline campaigns. Retailer Lacoste is the latest to dive into the trend as it brings its trademark aesthetic online through a gamified showroom.

The luxury drinks market is also increasing in demand across the digital landscape, and companies are listening. Just this week, the oldest established champagne house, Maison Ruinart, and Scotch whiskey brand Chivas poured into the virtual refreshment industry with their own distinct, exclusive experiences.

NFT hype seems to be back on the upswing too, with the likes of Porsche’s first ever 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 participate in the design process and co-create their tokens. The collection marks the gateway to Porsche’s long-term strategy in Web3, as the brand plans to integrate its iconic status online.

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

Prada’s seventh Timecapsule NFT gets a holiday-themed makeover

What happened: Prada is back again with its monthly Timecapsule NFT series. This time, however, the token has been given a holiday-inspired makeover to celebrate the holidays. The drop includes a gender-neutral sweater with the typical Norwegian jacquard stitch technique, along with an embroidered logo and “December” design. In line with the house’s previous releases, NFT will come with a number of additional benefits, including access to Prada Extends and Prada Mode.

The verdict: This is the seventh installment of Prada’s ongoing token series, and the NFTs have proven successful during their development. After a retail debut back in June, the luxury group has seen each of its digital drops do well among consumers. Much because of the exclusive benefits offered with each. The fashion industry is often criticized for its inaccessibility, but Prada demonstrates how new doors into the world of luxury can be opened, 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 unveils its own virtual store experience for a festive shopping season

What happened: After releasing a number of Web3 projects this year, including the UNDW3 NFT release, Lacoste has improved its digital strategy and unveiled its first ever virtual store, developed in collaboration with VR retail tech developer Emperia. The online shopping experience allows users to navigate through a series of showrooms, each inspired by the brand’s trademark aesthetic – with one interior even designed to replicate a crocodile’s mouth. In addition to 360-degree views, the rooms also include gamified activities and interactive features designed to promote the label’s Christmas-themed products.

The verdict: Online stores and showrooms have gone from niche status to mainstream point-of-call this year. Recognizing the impact these campaigns have had on the consumer experience, it is not surprising that Lacoste has invested in creating its own dedicated shopping platform. Charlotte Tilbury, Coach and Givenchy Beauty also joined the online shopping hype this year. The craze highlights how brands are smoothing out their traditional online store 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 their latest Web3 campaign. Photo: Chivas

Scotch Whiskey label Chivas taps Asia’s idols for first-ever Metaverse campaign

What happened: To commemorate its latest “18 x LISA limited edition bottle”, Scotch whiskey brand Chivas has named K-Pop superstar Lisa in its latest digital campaign. The virtual experience, titled “Regal Planet” — which kicked off Nov. 27 with a live ticketed event (available to those in China, Taiwan, Korea, Singapore and Malaysia) — marks the distillery’s entry into the metaverse, allowing guests to immerse themselves in a virtual room together with Lisa.

The verdict: The initiative once again demonstrates the power that Asia’s idols have when it comes to the metaverse. As well as how effective they are at driving new fan bases into the digital realm to generate hype, brand visibility and sales. Global K-pop superstar Lisa is also making a name for herself in Web3. From participating in Bulgari’s Zepeto virtual experience to Blackpink’s metaverse concert on PUGB Mobile, the celebrity is on her way to becoming one of the most sought-after hubs in the Web3/Chinaverse world, and is preparing for a successful virtual career ahead.

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

Porsche’s NFTs add a personal touch to the Metaverse

What happened: Porsche has unveiled a new collection of digital assets, which are based on cars and parts from the manufacturer’s history that have passed into cultural relics. Working with Unreal Engine, owners of the NFTs will be able to access a range of exclusive experiences, as well as contribute to the design of their tokens to make each one a custom, unique piece. The car group has also announced that they will continue to use blockchain technology in both existing and future solutions.

The verdict: Co-creation is at the heart of the luxury carmaker’s strategy with its first-ever NFT drop. The brand is set to give token holders the ability to customize their virtual assets by designing a one-of-a-kind, exclusive token. But Porsche has its work cut out for it to ensure its strong reputation in the physical world can be replicated in the digital one. Still, while the value of NFTs as a standalone 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 can (and should) notice.