During Art Basel in Miami, Porsche sets the stage for a brand experience in the digital world and presents the brand’s first collection of Non Fungible Tokens (NFT). Lutz Meschke, Deputy Managing Director and Member of the Executive Board for Finance and IT, says: “The project is another element of our digitization strategy. Our commitment is long-term, and our Web3 team has all the freedom to develop innovations in this area as well. Innovation management at Porsche sees potential in the buying experience, the metaverse and the supply chain. Vehicle and sustainability issues are also taken into account.”
Unique digital artworks
The digital art project is implemented by the Hamburg designer and 3D artist Patrick Vogel. In his ALT/SHIFT studio, the former architect creates an impressive visual language for various applications. For Porsche, he creates digital portraits that evolve around a white Porsche 911. Buyers can influence and help shape the design of their individual NFT in a journey lasting several months. You can choose between three core themes of the Porsche brand, which you can project onto the artworks according to your personal preferences. The Performance, Heritage and Lifestyle routes affect the look and feel of the digital collectibles. Owners then gain access to their individual collectibles in the virtual world. In preparation, the NFTs are already created with Unreal Engine 5.
“With the NFT artworks, we transfer our understanding of modern luxury and Porsche’s unique brand positioning to the digital world,” says Detlev von Platen, member of the board of directors for sales and marketing. Porsche NFT owners get exclusive access to experiences in the virtual and real world. In this way, digital pioneers can take a direct part in Porsche’s journey into the world of Web3 and enter into a dialogue with the brand.
From January 2023, those interested will have access to a total of 7,500 unique, digital collectibles. As usual in the Web3 scene, it is possible to register in advance on a whitelist. The purchase of the NFTs is limited to three copies per person.
With the new virtual brand identity, Porsche emphasizes its position as an iconic brand and transfers the fascination of its sports cars into desirable artefacts from the digital world. As customers have come to expect from Porsche, the NFT is rare, iconic and timeless. Digital art is just one aspect of Porsche’s Web3 strategy. Porsche is working to integrate the possibilities of blockchain into existing and future processes and solutions. The collaboration is interdisciplinary. It takes place with the support of the subsidiaries Porsche Digital, MHP and strategic business partners such as UP.Labs and nft now. The distribution is carried out by the company road2dreams GmbH, newly founded by our partner FANZONE.io.
Digital art very real: “The Art of Dreams” in Miami
With an impressive physical art experience, Porsche rounds off the brand’s appearance in Miami. Digital artist Chris Labrooy’s physical installation on the beach at Pérez Art Museum Miami brings Porsche’s The Art of Dreams initiative to America for the first time. Titled “Dream Big,” the larger-than-life character celebrates childhood dreams and prompts audiences to ask questions such as: are we following our dreams? Where will our dreams take us?
Labrooy’s installation incorporates a white Porsche 911. The vehicle is the connecting element between the digital collectibles and the physical world. It is at the center of all haptic and virtual initiatives that Porsche presents during Art Basel in Miami.
Photo/Source: Dr Ing. hc F. Porsche AG