Called Black Station, Puma’s first Metaverse website experience will feature exclusive NFTs with limited-edition redeemable physical sneakers as part of the “Futrograde.” New York Fashion Week.
The PUMA Black Station has been reimagined as an immersive, interactive place to experience the future of the brand. A blank, evolving 3D canvas, Black Station will be a ‘dynamic destination’ that connects consumers with the various web3 activations that will occur in the year ahead.
“Twenty years ago, Black Station was home to some of PUMA’s most innovative designs in fashion,” said Adam Petrick, Puma’s Chief Brand Officer. “Given the boundaries we are pushing in terms of product design and digital, it is appropriate to revive Black Station as a new portal for digital exploration across fashion, sports performance, traditional classics and innovation. I understand.”
The experience begins with the consumer entering a surreal digital lobby space with three portals. The first two of his, accessible starting September 7, show the never-before-seen Nitro Nfrno and Nitro Fastroid sneakers linked to Puma’s recent NFT Nitropass mint. Anyone who mints Nitropass will receive 2 NFTs. One is associated with the physical product and the other unlocks a customized experience associated with the shoes of your choice.
Following the Futrograde show, Minter will burn NFTs claiming products, marking uncharted territory for brands in the web3 space and establishing the first Puma-owned NFTs to link digital designs with real, physical products. So you can claim physical sneakers.
For its digital product design, Puma asked its in-house designers to get creative and imagine what a 3D digital sneaker would look like.
“Our team of designers took a lot of liberties when envisioning these footwear styles. We told them the sky was the limit. We were able to tap into their creativity without limits,” said Heiko Desens, Global Creative Director and Head of Innovation. “As impressive as the actual design is the fact that we were able to actually go to work to bring these amazing designs to life.”
This sneaker is a design reimagining of the iconic Puma function. Fastroid exaggerates his Nitro form in Gradient Influential shades to take the Performance Tech silhouette to the extreme. A hybrid of the past and the future, Nfrno takes inspiration from obscure archival styles to a multi-part molded construction.
Black Station’s third portal is your gateway to the digital NYFW Metaverse Fashion Show. Consumers will be immersed in an interactive space abstracted with point cloud style effects and experience the digitization of the show interacting with the works of the collection. Developed by creative venture FTR, the Black Station Metaverse is built using Unreal Engine 5 to produce state-of-the-art graphics.
As David Stamatis, Executive Creative Director and Partner at FTR, explains: This project and Puma’s partners have given me the agency and trust to venture into the unknown and test how these creative elements can be combined to innovate storytelling about products, fashion and brands. gave it to us. By creating a truly phygital experience, we were able to look to the big future opportunities for the brand. ”
Photo credit: Puma