Lacoste Unveils Immersive Virtual Storefront for Summer, Offering Exclusive Access to NFT Holders
Renowned apparel brand Lacoste has unveiled an innovative virtual store experience just in time for the summer season. Developed in collaboration with retail technology pioneer Emperia, the digital rendition blends traditional immersive retail elements with exclusive features accessible only to Lacoste’s UNDW3 NFT pass holders.
UNDW3, which stands for “underwater,” is the French brand’s NFT-based loyalty program. Accessible through Lacoste’s standard e-commerce platform, the virtual store offers a unique entry point through the iconic crocodile’s mouth, leading shoppers to explore a tiled boutique and then an outdoor pool area overlooking a picturesque beach.
Within the virtual store, customers can browse and purchase pieces from Lacoste’s summer apparel collection. Additionally, visitors can engage in an entertaining crocodile-themed scavenger hunt game.
Exclusive privileges await holders of Lacoste’s UNDW3 tokens on the Ethereum blockchain, granting them access to an exclusive underwater VIP space. This VIP space can be unlocked either by logging in through email credentials or by connecting their digital wallet containing the UNDW3 token.
Within the VIP space, a specially curated UNDW3 apparel collection awaits customers. This collection was co-created with Lacoste’s UNDW3 community members in March and holds a distinctive value as each physical garment is accompanied by its digital twin in the form of an NFT. The augmented reality (AR) feature, accessible via a QR code scan, further enhances the exclusivity of the collection.
As an additional benefit, NFT holders can partake in an exclusive extra level of the scavenger hunt game hosted in the member space. This exclusive opportunity presents the chance to win exciting prizes throughout the summer activation period.
Emperia’s co-founder and CEO, Olga Dogadkina, shared her enthusiasm for the ongoing partnership with Lacoste, praising the brand’s forward-looking approach to e-commerce and customer loyalty. The collaboration has given rise to groundbreaking technologies that seamlessly merge virtual and physical retail experiences.
This is not the first time that Emperia has collaborated with Lacoste on a shoppable activation. The previous endeavor, launched in December 2022, also incorporated a token-gated gamified element for UNDW3 holders and went on to receive a prestigious Webby Award in May.
Earlier this year, Emperia showcased its virtual expertise by creating an immersive retail universe for the renowned French beauty brand, L’Occitane. This virtual experience highlighted the brand’s ingredients and best-selling products, offering visitors delightful adventures like a bicycle ride through the lavender fields of Provence or a scenic hot air balloon flight over Corsica.
Emperia’s successful collaborations extend beyond Lacoste and L’Occitane, having previously worked with esteemed brands such as Bloomingdale’s, Burberry, Christie’s, and Dior.
Since launching its Web3 loyalty program, UNDW3, in 2022, Lacoste has taken further strides in June with the second phase. The brand has transformed its genesis NFT pass into a dynamic token and introduced a gated community platform. This platform allows UNDW3 holders to earn rewards by participating in interactive games and fashion design challenges.
The fashion challenges, held in close partnership with Lacoste’s physical studio, provide members with access to cutting-edge 3D and AI-based tools. Points earned in these challenges are displayed on a leaderboard on the site, offering top scorers the chance to win prestigious rewards, including a week-long experience with Lacoste in Paris or an opportunity to represent the UNDW3 community through a social media campaign.
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