Porsche just entered Web3 with its first NFT collection

Over the past two years, legacy brands have begun to embrace a world that blends physical and digital worlds. In July 2021, Coca-Cola minted and sold NFTs to benefit Special Olympics International. Less than a year later, Nike released their Cryptokicks collection, selling an NFT sneaker for more than $130,000. Meanwhile, Gucci has regularly experimented in Web3 with drops spanning film, digital fashion, sculpture and more.

Now Porsche is at it.

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

These NFTs can move quickly

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

After making a purchase, holders will help shape the design of their individual NFTs. Specifically, individuals will be able to choose a “route” 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 following months, Vogel will work with this user input from the first sale to prepare each NFT as a special 3D effort in Unreal Engine 5.

Ultimately, through this new virtual brand presentation, Porsche aims to expand the appeal of its sports cars to include coveted items in the digital world. To this end, when outlining the aesthetics of the 3D visual, Lars Krämer, Porsche’s head of innovation and methods, told nft now that the team drew on “Porsche heritage, typical Porsche elements and modern lifestyle to put together an exciting set with possible layers in a symbolic and creative journey.” He also emphasized that Porsche set aside a certain amount of freedom so that owners “can let the style and situational mood flow into the visualization.”

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

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

Beyond NFTs: Porsche’s Web3 future

In addition to the NFT drop from January, Porsche is also working to integrate blockchain technologies into its existing (and future) processes. Specifically, the company noted that its innovation leadership team sees promise in moving the buying experience and supply chain into Web3. Questions about vehicles and sustainability are also examined.

So how does Porsche plan to execute this strategy?

To help spread the word about the NFT launch and dive deeper into the rest of the Web3 effort, Porsche is hosting a panel on November 30 at nft now and Mana Commons The Gateway: A Web3 Metropolis, a five-day festival taking place during Art . Basel Miami. There, members of the Porsche team will be joined by visual artist Vexx to discuss their entry into Web3.

Along with its appearance at The Gateway 2022, Porsche will also unveil 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 on display at the Pérez Art Museum Miami. Filed under Porsche’s The Art of Dreams campaign, this upcoming installation will mark the campaign’s official US debut.

A new type of connection

When operating under a Web2 framework, brands typically focus on improving their social media engagement goals. They do this by creating content that appeals to the masses – content that is centered on driving as much engagement as possible from online users.

Deniz Keskin, Porsche’s director of brand management and partnerships, noted that Web3 offers a way for the company to provide its consumers with new 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 tailored experiences.

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