This week in New York, Web3 preparations were in full swing as the metropolis welcomed the annual NFT.NYC Jamboree, which will be held from April 3rd to 5th.
This year was packed with the usual suspects, including Gmoney's luxury lifestyle platform 9dcc (more on that below) and NFT project-turned-collaboration machine Doodles. Doodles recently announced a new music-based project with Chief Brand Officer Pharrell Williams set to launch later this year.
The event, which brings together technology enthusiasts, design innovators, and fashion critics, continues to grow its reputation, establishing itself as a legitimate business opportunity for Web3-powered projects to gain mainstream visibility. Masu.
In other Web3 news this week, Marc Jacobs partners with AR leader Ffface.me for a new fragrance campaign, Snap Filter, and luxury outerwear brand Tempra taps the phygital fashion market with NFC (near field communication) connected footwear We are participating in .
what happened: On April 3rd, luxury lifestyle brand 9dcc held its largest pop-up ever in New York's lively shopping district of SoHo. Visitors were able to try on and purchase the brand's “Collection 01'' line, which debuted at Paris Fashion Week.
Alongside the pop-up, 9dcc has also launched its latest venture, the Nines programme. Using a “proof of presence” system, pop-up visitors were able to earn and collect on-chain Nines Experience badges. It's a concept similar to POAP, but tailored to the spirit of 9dcc. The debut concept allows 9dcc enthusiasts to accumulate a personalized collection of memories, connections and experiences, ultimately serving as a gateway to exclusive experiences.
verdict: 9dcc's activations continue to grow as the brand matures from a goods label to a major fashion player. In February, the platform unveiled its first complete physical product collection during Paris Fashion Week: a capsule line with NFC chips for the crypto mob.
Now, the brand is introducing new use cases for its “network products.” This is a term trademarked by 9dcc to refer to clothing connected to NFTs. By encouraging participation, the community-driven platform fosters an aspirational lifestyle for a cult following. It's a streetwear strategy reminiscent of his Emeleon d'Or label.
what happened: To celebrate the launch of his new fragrance Daisy Wild, Marc Jacobs collaborated with augmented reality pioneer Ffface.me to develop a new Snapchat filter inspired by the perfume's olfactory notes.
Users can hold their phone up to a face or object and watch as the filter decorates the selected subject with the fragrance's iconic daisy emblem. This emblem is painted on the physical bottle top.
verdict: Like many Web3-centric startups today, Ffface.me works closely with a number of traditional fashion brands to provide a seamless onboarding experience into the digital realm. The brand also announced its third project with fast-fashion favorite Bershka earlier this week, zeroing in on the brand's Gen Z shoppers.
More than 63 percent of Snapchat's daily active users (approximately 250 million people) utilize its AR features every day, making the platform a valuable advertising tool for brands integrating technology into their marketing roadmaps.
what happened: Templa, a Belgian-Australian outdoor brand specializing in premium performance wear, will launch an NFC-connected footwear collection in collaboration with phygital fashion studio Another-1 later this month.
Designed for both the mountains and the streets, each pair of “Unworld” winter boots is equipped with a scannable NFC chip for authentication and additional utility (benefits not yet announced).
verdict: NFC chips are becoming a mainstay of standard products in luxury goods as more brands realize their potential. Once a novel gimmick, use cases for this technology have evolved as regulations around product transparency and traceability have tightened.
This is a win-win for brands who are leveraging NFC to both comply with the law and connect more deeply with their consumers. For example, Balenciaga Music leverages his NFC chip in the hoodie, which owners can scan to access a specially curated playlist of Demna's favorite music artists.
