Legacy brands have begun to embrace a world that combines the physical and digital worlds in the last two years. Coca-Cola will print and sell NFTs to benefit Special Olympics International in July 2021. Nike launched the Cryptokicks collection less than a year later, selling an NFT sneaker for more than $130,000. Meanwhile, Gucci experiments with Web3 releases on a regular basis, covering film, digital fashion, sculpture, and other topics.

Porsche is now making its move.

The luxury sports car manufacturer announced its official Web3 debut and initial plans for its decentralized future in an exclusive interview with nft Now.

These NFTs are extremely fast

Porsche's first Web3 project is a 7,500-piece upcoming NFT collection based on the classic Porsche 911. The NFT is set to open in January 2023, with each piece designed by Hamburg-based designer and 3D artist Patrick Vogel.

Owners will help shape the design of their individual NFT after making a purchase. People will be able to select a "path" for their NFT (Performance, Lifestyle, or Legacy). Each route represents a different aspect of Porsche's premium brand identity and will have an impact on the overall design and personality of the NFT. Vogel will use this user's information from the initial sale in the months to come to prepare each NFT as a custom 3D entity in Unreal Engine 5.

Through this new virtual brand offering, Porsche ultimately hopes to broaden the appeal of sports cars to coveted works in the digital world. To that end, Porsche's head of innovation and methods, Lars Krämer, told nft that the team "combines an exciting variety of possible elements using Porsche heritage, typical Porsche elements, and the modern way of life. layers on a creative, tile-controlled journey." He also emphasized that Porsche has left some leeway for owners to "allow their style and mood to flow into the display."

Owners will gain exclusive access to real-world and virtual experiences, as well as have a say in how their NFT looks.

However, Porsche's Web3 plans do not stop with this NFT collection. "We have fulfilled our long-term commitment, and our Web3 team now has complete freedom to innovate on this scale," said Lutz Meschke, Porsche Member and Vice President Finance and IT.

‍Porsche's Web3 future goes beyond NFTs

Porsche is working to integrate blockchain technologies into its current (and future) processes in addition to its January NFT launch. The company's innovation management teams, in particular, demonstrated promise in bringing the shopping experience and supply chain to Web3. Vehicle and sustainability issues are also addressed.

So, how does Porsche intend to carry out this strategy?

Porsche will host a panel at nft on November 30 and The Gateway: A Web3 Metropolis, a five-day festival taking place during Art of Mana Common to help spread the word about the launch of NFT and delve deeper into the rest of Web3's efforts. There, visual artist Vexx will discuss their introduction to Web3 with members of the Porsche team.

Porsche will present a special art installation at Art Basel Miami 2022, in addition to its appearance at The Gateway 2022. Dream Big Miami, a physical sculpture by Chris Labrooy, will be on display at the Pérez Art Museum Miami from November 29 to December 3. This upcoming installation will be the official US launch of Porsche's The Art of Dreams campaign.

A different kind of connection

When using Web2 frameworks, brands frequently focus on increasing social media engagement metrics. They accomplish this by creating broadly appealing content with the goal of eliciting as much engagement from online users as possible.

Deniz Keskin, Porsche's Director of Brand Management and Partnerships, stated that Web3 allows the company to provide new digital experiences to its customers. Furthermore, NFTs and other Web3 technologies broaden the creative process, enabling brands to collaborate with their customers and provide more personalized experiences.

"Expanding into new areas has always been the ethos of our brand," said Keskin. "We are excited to launch our first NFT collection on Web3." Our goal is to transition our brand to a completely digital environment. Ideally, you'll make new friends along the way."