The beauty brand, whose acquisition the Spanish group PUIG recently confirmed, has announced that it is working on a new concept aimed at extending its brand universe to the digital ecosystem.
Byredo flavored with Web3.
The smell of digital. While a number of luxury initiatives, all segments combined, are landing crescendo on the spheres of the metaverse and NFTs, Byredo also intends to leave its own mark there… olfactory.
To do this, the brand founded by Ben Gorham has joined forces with the digital creation studio RTFKT – acquired by Nike last December – in order to work on a joint project called ALPHAMETA.
In essence, the concept will be based on 26 digital ingredients. Supposed to represent emotions, the latter are intended to be assembled in order to create new fragrances which will, in time, be minted as Non Fungible Tokens and materialized into physical flavors.
Note that the IRL bottles, marketed in the form of numbered limited editions, will include an NFC chip which will be linked to the associated NFT: this can then be worn by RTFKT’s Clone X avatars like a “will have“, a digital wake evoking an attitude.
Web3: from object to attitude.
In addition to the digital representation of their pieces and their collections, many houses are increasingly committed to using Web3 to decline their brand DNA in the form of posture, mood or state of mind. The latest example to date, Burberry has partnered with the Roblox platform to market several digital versions of its Lola Bag bag accompanied by emotes, attitudes to be assigned to its avatar within the game.
This is enough to increase the opportunities of Web3 a little more when, according to the latest study conducted by the firm Bain & Company and the Altagamma Foundation, NFTs and the metaverse could weigh for 5 to 10% of the luxury market on the horizon. 2030, a trend stimulated by the posture of “designers and builders“adopted by brands in this ecosystem under construction.