Published on: 01/12/2022
Porsche launches first NFT collection based on model 911
Porsche, the luxury car manufacturer, is making its Web3 debut with the launch of its first NFT collection, a digital gallery of the classic Porsche 911, at Art Basel Miami Beach 2022 in Miami, Florida.
Patrick Vogel, a Hamburg designer and 3D artist, is behind Porsche’s new digital art project. Porsche executive Lutz Meschke said the project is an extension of the German automobile manufacturer’s digitalization strategy. He added that Porsche recognizes the value of the purchasing experience, the metaverse and the supply chain and aims to acknowledge concerns about vehicles and sustainability.
Holders will have access to 7,500 distinct digital collections when the NFTs become available in January 2023. The number of NFTs acquired per person is strictly limited to three.
Holders can influence the design of their NFTs by choosing major themes from the car brand. They can select a “route” for their NFT — Performance, Lifestyle or Heritage. Each route impacts the final design and character of their NFTs.
Holders then can access their personal items in a virtual world built using Epic Games’ Unreal Engine 5, which suggests a gaming collaboration is in progress.
Porsche’s NFT goals
Porsche wants its NFTs to be highly prized digital artifacts. When describing the aesthetic of the NFTs, Porsche manager of innovation and methods Lars Krämer said the company based the designs on its heritage, traditional Porsche elements and modern lifestyle.
Krämer also highlighted that Porsche allows owners to incorporate their style and mood into their NFTs. He explained that Porsche’s NFTs are determined by personal taste and randomization. Even if holders specify which route they want their NFT to take, they won’t know what they’re getting.
Porsche had tried involving NFTs in a project. One of the extras on the Carrera RS Tribute 911 GT3 RS Package, which costs $314,000, is an NFT initiative in which customer gets digital badges for attending specific race tracks and official events.
More than digital art
Porsche’s Web3 strategy entails more than just digital art. The sports car manufacturer is working to incorporate the potential of blockchain technology into its current and future systems and solutions.
The effort stretches diverse fields and is currently covered by Porsche Digital and MHP subsidiaries and strategic business partners, including UP.Labs and nftnow. Distribution is handled by Road2dreams GmbH, a new company founded by their partner, Fanzone.
Porsche hopes to carry out more projects to implement Porsche’s Web3 future strategy. To notify the public about its NFT launch and other Web3 efforts, the company held a panel on November 30 at The Gateway: A Web3 Metropolis, a five-day festival at Art Basel Miami. Visual artist Vexx joined Porsche to discuss their venture into Web3.
Porsche’s Art Basel presentation also features a massive sculpture by Scottish artist Chris Labrooy. It depicts a race car driver playing with a real 911 as if it were a toy car on the beach of Miami.
The artwork aims to evoke childhood memories of playing with toy cars. The sculpture is installed in front of the Pérez Art Museum and will be on display from November 29 to December 3.