Since the health crisis, the immersive network has opened a new chapter in the relationship between luxury and digital.
We have entered the era of Meta-luxury, a luxury in perpetual motion, which is based on the trio of NFT, Blockchain and Metaverseto open the field of possibilities and conquer new territories.
Only one limit, in this adventure: imagination…
In “Luxury and Digital”, published by Dunod editions, Eric Brionesthe director of the Journal du Luxe deciphers, surrounded by experts and key actors of the sector, the foundations and perspectives of this unprecedented meeting, which marks a new stage in the history of luxury.
Web3: an inclusive internet that celebrates the triumphant return of absence
The story begins in March 2020. In full lockdown, foot on the accelerator, luxury brands rush after their customers in exile and take digital change without flinching.
Lead a promising new territory: the web3. Or rather the Web of the Wild West, as Éric Briones likes to call it, to underline the immense power of conquest of this new generation Internet. An immersive network that offers a wealth of opportunities for the ambition of meta-luxury to materialize.
This web 3 is the direct heir of the gamestaking its expression from the metaverse and taking inspiration from video games like Roblox2, Fortnite, or even Sandbox.
Like them, it uses a great power of graphical immersion and offers interactivity mechanisms that open up a new field of possibilities, disrupting the relationship with the Internet user.
In this smart grid, consumers are thus given powers they didn’t have before: that of accessing all kinds of information through connected objects, data, AI or Blockchain.
A help for brands, who can engage in a new kind of relationship with their customers.
But above all, unlike Web1 (the Internet in its classical sense) or Web2 (blogs and social networks)Web3 consecrates the triumphant return of rarity, inseparable from the world of luxury, through NFTs.
These “immutable digital tokens”, taking the place of certificates of authenticity and ownership, make it possible to find in the digital space the very quintessence of luxury, engraved in its DNA, namely the almost unique character of the objects.
The arrival of luxury 3.0 or Meta-luxury
Web3 thus opens a new chapter in the relationship between luxury and digital.
Realizing the depth of the current technological and cultural revolution, it is natural for brands to rush into it.
They develop new partnerships there, which come to break codes, such as collaborations between them Fortnite and Balenciagaor Gucci and Roblox…
Questioning the very nature of luxury, web3 breaks it down by breaking new ground.
From this immersive web, a new definition of premium is born: Meta-luxury or luxury 3.0.
A sector in permanent transformation, which disrupts established uses and redefines boundaries.
Constantly filled with new content, luxury is no longer “quiet and voluptuous”, but constantly on the move, looking for new practices and new audiences to win over.
Thus, giants like Dior, Vuitton or Valentino are reinventing their DNA to become the first supporters of progressive struggles (LGBTQI+, diversity, climate).
Digital cultures foster intersectionality: Metaluksi adapts to everything, without ever being accused of demagoguery.
Redefining traditional categories, it takes over Instagram, YouTube or Tik Tok, but also the world of games, to conquer Generation Z and Alpha.
Towards luxury 3.0 and beyond
The advent of Web3 thus offers the opportunity for brands to develop a distribution channel with great potential. They develop new relationships with their customers through NFTs.
In “Luxury and digital”, Antonio Carriero and Louis Westphalen, CTO and global head of Digital Engagement at Breitling, explain how the Swiss watch brand has chosen to equip each watch with its NFT clone.
” This is the way to provide our customers with unique services : real-time estimation of the value of the watch, engaging in a discussion with the brand or community of buyers. In March 2022, more than 38 000 NFT were forged in this way “.
With NFTs, we are also witnesses the emergence of an entire creative movement out of the ordinary: it is the birth of a new generation of artists, liberated and accessible thanks to the blockchain.
A true social, cultural and digital revolution, which supports all areas of society and goes far beyond the limits of luxury.
A pioneer in the exploration of these new territories, luxury 3.0 plays a pioneering role, determined to leave, against the wind, to conquer the Web of the Wild West…