To generate excitement for the launch of its new collection in Japan, the fashion brand is implementing a unique strategy that combines a pop-up store experience with the innovative concept of Web3. Kenzo is setting up a temporary location at the Isetan department store in Tokyo’s Shinjuku district to showcase its Autumn-Winter 2022 collection. However, the brand is not solely relying on its stylish designs to attract visitors; it is also employing the concept of exclusivity to create a buzz around this ephemeral destination.
From August 24th to 30th, the pop-up store, known as the “Kenzo University” capsule, will offer early access to select pieces from the collection. But what sets this experience apart is the opportunity for visitors to receive a free non-fungible token (NFT), which can only be obtained on-site. To retrieve this exclusive NFT, curious onlookers and Kenzo enthusiasts can scan an NFC chip hidden within one of the school lockers that are part of the store’s decor.
The NFT offered by Kenzo is known as a POAP, or Proof of Attendance Protocol. This unique digital asset serves as evidence that the holder attended a specific event or brand activation. By providing this NFT as a token of attendance, Kenzo not only adds an element of suspense to the campaign but also reinforces the idea of exclusivity and engagement with the brand.
Kenzo’s initiative has generated dedicated discussions on the brand’s Discord server, a platform created earlier this year. Through this server, Kenzo has been releasing NFT drops and other innovative creative endeavors. If you are interested in exploring the possibilities of POAPs, NFTs, and the metaverse within the luxury sector, you can discover more about these topics in our thematic dossier, which can be downloaded via this link.
[Link 1: Thematic dossier – Exploring the Opportunities of POAPs, NFTs, and the Metaverse in the Luxury Sector] [Link 2: Kenzo Discord server – Stay updated on Kenzo’s NFT drops and creative initiatives (Link to be provided if applicable)]
