Pushing the boundaries of phygital experiences

The Italian brand Diesel took its first steps into the metaverse almost two years ago, and now the renowned fashion brand is once again conquering virtual spaces with the VERT experience. The idea, concept and implementation come from LIGANOVA Group company Artificial Rome.

Diesel expands its presence in the metaverse with a new watch collection called VERT. The new collection comes with NFT (non-fungible token) avatars. In addition, an immersive virtual world of the same name invites the Diesel community and pushes the boundaries of reality, engages the senses and inspires the imagination.

The innovative project takes the concept of the metaverse to a new level and is exemplary of a pioneering fusion of fashion, technology and virtual worlds. The focus of the VERT experience is digital in combination with a gamification approach in retail for a seamless link between online and offline experiences. Anyone who purchases a watch from the new collection will receive a code that can be used to register for a corresponding NFT. This token develops in three stages into an individual avatar (called A:VERT:AR), which can be used as part of a captivating metaverse event – staged on Artificial Rome’s Soil Metaverse platform.

LIGANOVA was responsible for the in-store staging of the experience in five flagship stores around the world – Paris, Barcelona, New York, Las Vegas and Tokyo. Interacting with eye-catching consoles, store visitors can enter the virtual Vert Metamorph experience via the interactive installations and engage with other players from around the world.