Web3: When the digital figure redraws the boundaries of luxury

Since the health crisis, the immersive web has opened a new chapter in the relationship between luxury and digital.

We have entered the era of Meta-luxury, luxury in perpetual motion, which is based on the trio of NFT, Blockchain, and Metavers.to open the field of possibilities and conquer new areas.

Only one limit in this adventure: fantasy…

In “Luxury and Digital” published by Dunod Editions, Eric BrionesSurrounded by experts and key players in the sector, the director of Journal du Luxe, Deschver, founded and views this unprecedented meeting, which marks a new stage in the history of luxury.

Web3: An Immersive Internet Celebrates the Triumphant Return of Scarcity

The story begins in March of 2020. At full siege, their feet on the accelerator, luxury brands rush in pursuit of their exiled customers and take digital transformation without buckling.

The trend is a new area full of promise: Web 3. Or rather, the Wild West Web, as Eric Briones likes to call it, to underscore the enormous power to conquer this new generation of the Internet. An immersive network that offers a wealth of opportunities to realize ambition beyond luxury.

This web 3 is the direct heir of gamesdrawing its expression from the metaverse and taking inspiration from video games like Roblox2, Fortnite or even Sandbox.

Like them, it spreads a great power of graphic immersion and provides interactive mechanisms that open up a new field of possibilities, disturbing the relationship with the Internet user.

In this intelligent network, consumers are given powers they did not have before: access to all kinds of information through connected objects or data, artificial intelligence or Blockchain.

A boon for brands, who can enter into a new type of relationship with their customers.

But above all, unlike Web1 (the Internet in its classic sense) or Web2 (blogging and social networking)Web3 perpetuates the triumphant return of scarcity, which is inseparable from the realm of luxury, through NFTs.

These “digital irreplaceable codes”, which replace Certificates of Authenticity and Title, make it possible to find, in the digital space, the essence of luxury, embedded in its DNA, that is, almost the uniqueness of things.

Luxurious Emergence 3.0 or Super Deluxe

Thus Web3 opens a new chapter in the relationship between luxury and digital.

By understanding the depth of the current technological and cultural revolution, it is only natural that brands are rushing into it.

They develop new partnerships there, which come to break codes, such as cooperation between Fortnite and Balenciagaor Gucci and Roblox

When questioning the very nature of luxury, web3 dismantles it by laying new foundations.

From this immersive web a new definition of premium was born: Meta-Luxury or Luxury 3.0.0 Update

A sector in perpetual transformation disturbing established uses and redefining boundaries.

Well-being, constantly filled with new content, is no longer “quiet and impressive” but is constantly on the move, looking for new practices and new audiences to win over.

Thus, giants such as Dior, Vuitton or Valentino are reinventing their DNA to become the first supporters of progressive struggles (LGBTQI +, diversity, climate).

Digital cultures promote interbreeding: Superior luxury adapts to everything, never being accused of demagoguery.

Redefining traditional categories, it’s taking over Instagram, YouTube or Tik Tok, but also the gaming world to conquer Generations Z and Alpha.

Towards luxury 3.0 and beyond

Thus, the emergence of Web3 offers the possibility of developing brands Distribution channel with huge potential. They develop new relationships with their clients, through NFTs.

In “Luxury and Digital,” Antonio Carreiro and Louis Westfalen, Chief Technology Officer and Global Head of Digital Engagement at Breitling, explain how the Swiss watch brand chose Equip each watch with its own NFT copy.

This is how to provide unique services to our customers : Real-time estimation of the value of the watch, and participate in a discussion with the brand or the buyer community. In March 2022, more than 38 000 NFTs are formed in this way “.

With NFTs, we’re also seeing The emergence of a full creative movement Out of the ordinary: it is the birth of a new generation of artists, liberated and made available thanks to the blockchain.

A real social, cultural and digital revolution, supporting all spheres of society and exceeding the boundaries of well-being.

Pioneering the exploration of these new territories, Luxury 3.0 plays a leading role, determined to depart, headwind, to conquer the wild west web…

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