A few days ago, luxury group LVMH gathered a portion of its workforce at its headquarters on Montaigne Avenue to explore the new opportunities of Web3. With the continuous infiltration of Web3 initiatives in the luxury sector, many groups and Maisons are diving into the subject to develop their brand strategies. LVMH, in particular, organized its first edition of AHE3D on March 22nd, bringing together around a hundred French and international executives including CEOs, Chief Technology Officers, and Chief Digital Officers to discuss various Web3 solutions.
In collaboration with the agency Human n’ Partners, the event showcased a range of concrete applications of Web3 technology. These included augmented reality gaming experiences and virtual visits, such as the innovative Louis Vuitton workshop. Participants not only explored the possibilities offered by Web3 but also engaged in workshops to better understand the operational implications. Key topics of discussion included the viability of metaverse projects and the integration of sustainability into Web3 roadmaps. The discussions involved both internal specialists and external speakers from startups and major companies like Google, Meta, and Snapchat.
Web3 and its components, including metaverses, NFTs, blockchain, cryptocurrencies, and artificial intelligence, have become essential drivers for the luxury industry. According to a recent study conducted by the Comité Colbert, the adoption of new technologies in the sector is rapidly accelerating. Luxury brands are actively testing or planning to test an average of 3.2 technologies within the next three years. This number is even higher for Maisons affiliated with large groups.
Overall, LVMH’s initiative to explore Web3 solutions reflects the growing importance of technology in the luxury sector. By embracing Web3, brands can leverage augmented reality, virtual experiences, and other innovative tools to enhance customer engagement and create unique brand narratives.
Useful links:
– LVMH AHE3D Web3 Event
– Comité Colbert Innovation and Digitalization
