By Gary Symons
TLL Editor in Chief
Luxury car company Acura says it will release the 2023 Integra by building a showroom in the metaverse and releasing an NFT.
Acura’s new metaverse showroom will open in the metaverse world Decentraland on March 22, and allow people to view an immersive experience commemorating the Integra and Acura legacy.
Acura will run its Integra campaign amid the NCAA March Madness college basketball tournament, with ESPN.com and CBSSports.com providing exposure for the event.
The Japanese automaker will also award the first 500 customers reserving the new Integra with a limited-edition NFT designed by 3D Andreas Wannerstedt (seen in photo at top), the company explained. Attendees of the immersive space can explore the new vehicle’s features and view Acura’s Integra metaverse wearables, as well as play interactive racing games and other activities.
Acura is, of course, just the latest of several brands to leap into the virtual world of the metaverse. For example, in 2021 Coca Cola launched its first NFT collection during a virtual Friendship Day event in Decentraland, hosting a virtual party on top of their virtual building, shaped like a can of Coke. Visitors could win very rare wearables, and the party kicked off the auction of the Coca Cola Friendship Box NFT package.
Nike and Adidas are also early adopters in the metaverse.
In December 2021, Nike acquired RTFKT (Artifact) Studios, a digital fashion brand with a strong presence in the NFT community. RTFKT has already launched various wearables, including NFTs to be used in Decentraland.
Not to be outdone, footwear competitor Adidas acquired land inside the virtual world of The Sandbox, and also launched an NFT collection in collaboration with Punks Comics, Gmoney and Bored Ape Yacht Club.
Fashion houses are among the most common corporate denizens of the metaverse. For example, Louis Vuitton celebrated its 200th anniversary by releasing a puzzle adventure game through which players could collect NFTs, while Burberry created the game Blankos Block Party with partner Mythical Games.
Acura is certainly among the first companies to open a vehicle showroom, Although Samsung did create a showroom in Decentraland for its products, while the luxury real estate developer DAMAC Properties created a showroom in The Sandbox for its brand partners around the world.