Ferragamo introduces its first ever NFT collection
Ferragamo has entered into a partnership with Shxpir for its first ever NFT collaboration, the development of a custom sneaker hologram program featuring a limited edition capsule that will be housed in Ferragamo’s new concept store in the heart of Soho. The beloved Italian fashion brand opened its doors earlier this summer to invite visitors to immerse themselves in Ferragamo’s unique shopping experience.
Photo credit: With permission from Ferragamo
Ferragamo and the interdisciplinary studio DE-YAN identified the Ferragamo Soho Concept Store as the ideal place for this step into Web3 because of Soho’s youthful spirit, as mentioned by North American CEO Daniella Vitale. “Soho’s cobbled streets have long symbolized a distinctly youthful spirit. As a brand, we thrive on the inherent energy of New York’s downtown culture, so it’s a natural home for us. In this sense, our new store represents a unique opportunity to cultivate a place where people can get together, spend time, hang out and hopefully experience something new, Vitale explains.
The multisensory NFT installation builds a bridge between Web3 and Web2 and is an avant-garde approach to fashion in its entirety, while at the same time having a capsule in limited edition. The modern collection was conceptualized by DE-YAN and is the first attempt ever between the brand and the audience.
By destabilizing the historic structure of art, Ferragamo and Shxpir NFT will give visitors an opportunity to embark on their unique works of art – limited to 256 individual NFTs – and on the market-leading, secured Ethereum blockchain via the NFT market, Opensea. All coin fees are covered in advance by Ferragamo. Without a doubt, these NFTs, or non-fungible tokens, will represent a significant step into the future of the luxury brand. The innovative experience will also house a spectacular mirror installation where guests can choose one of the Shxpir-designed wallpapers while a highly specified black magic camera takes their picture.
Photo credit: With permission from Ferragamo
DE-YAN’s founder Dejan Jovanovic guides those who have never entered Web3, “Shxpir is the perfect partner for a project of this kind since he is a true pioneer in the digital art scene. His work is defined by a commitment to craftsmanship, which Salvatores.Even more, Shxpir reflects a forward-looking approach to art and luxury – an ethos integrated into both the brand and the new Soho store itself.
Ferragamo and Shxpir’s capsule collection will include a t-shirt and a sweater – both painted with an exclusive graphic print – and the proceeds will be donated directly to Center, one of the oldest and leading LGBTQ + organizations in New York City.
In addition to the groundbreaking NFT collection and capsule in limited edition, Ferragamo’s Soho Concept store will launch a custom hologram sneaker program that gives guests the rare opportunity to design a completely personalized version of the brand’s unisex silhouette, the 6R3ENE. Through various details and colors, the DE-YAN partnership will first project the holographic version of the custom shoe at a six-foot-high booth, and upon payment – $ 1150 – it will be shipped to the customer’s desired location in approximately ten weeks.
All around, Ferragamo’s partnership with DE-YAN and the guidance of Shxpir break through the barriers of fashion by presenting the audience with a futuristic experience that promotes the Web3 brand.
From NFTs to supportive Pride to personalized sneakers, the Soho Concept Store shakes the nature of fashion. The concept store is located at 63 Greene Street, New York.
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