Retailer Fred Segal and media tech holding company Subnation have joined forces to launch Artcade — a dynamic retail experience that extends the retailer’s flagship Sunset Blvd location into the Metaverse.
This move comes amid a tectonic shift in the retail industry as consumers shift to ecommerce and digital worlds, in addition to traditional brick-and-mortar experiences. With the rise of decentralized Web3 environments, the physical and virtual worlds stand to converge even further.
“The Metaverse is going to play an important role in the future of culture, and many brands are trying to understand how they can incorporate it into their current marketing and sales strategies,” said Doug Scott, Co-Founder and Chief Managing Director at Subnation, who also advises brands like NASCAR and Atari Hotels on their Web3 strategies. “The Artcade experience we’re designing and developing with Fred Segal will present a new, Web3 shopping format that fuses the physical and digital worlds.
The Artcade next-generation retail environment imagined and built by Subnation aims to bring together the billion-dollar gaming and entertainment industry with the experiential approach that Fred Segal has pioneered. The experience includes both physical and virtual goods like digital skins, as well as the first physical NFT Gallery powered by VIZIO, which will have permissioned Crypto Punks and Bored Ape Yacht Club NFTs on display. The goods can be purchased via cryptocurrency, all of which are powered by environmentally conscious blockchain solutions.
The store will also feature Metagolden’s latest jewelry line, which is the first to enter the Metaverse with digital art tokenized by physical, 18k gold jewelry. Metagolden’s latest collaboration includes pieces from pop artist Ashley Longshore which is her foray into the NFT space and will be available through January 20, 2022. It includes both physical and digital assets featuring unique NFTs of 62 iconic female leaders including Billie Eilish, Anna Wintour, Lady Gaga, Lizzo, Diane von Furstenberg, Michelle Obama, and Mother Theresa.
Each month, Artcade will also curate NFT exhibitions and host programming ranging from musical performances and sneaker customization classes, to creator salons and AR trunk shows. The in-house Streaming Studio will feature live podcasts, esports gameplay and more. Consumers can visit the store, and stay connected through social commerce, shoppable livestreams and exclusive offers via digital OOH advertising and augmented reality pop-up installations.
“In recent years, we have seen a massive transformation in the retail industry, which inspired us to completely reimagine how consumers will shop,” said Jeff Lotman, CEO and Owner of Fred Segal. “Working with Subnation, we are building the next generation of retail experiences that will attract creators, engage consumers and reshape the cultural landscape.”