In a world where counterfeiting and plagiarism of physical luxury items is a matter of course, luxury brand customers are primarily interested in making their items 100% genuine. It was almost impossible until a few years later. That all changed with the advent of blockchain technology. One company – Arianee – realized it had a hole in the market.
The French company has created a great solution that will quickly turn a counterfeit into a remnant of another era. And with its recently announced partnership with The Sandbox, Arianee is rapidly expanding its reach in metaverse and offline.
NFTevening met with Arianee CEO Pierre-Nicolas Hurstel and Sebastien Borget of The Sandbox to discuss in detail how blockchain technology is revolutionizing the luxury goods sector and the partnership between the two companies.
This interview was provided by Janelle Borg of NFTevening. Excerpts are shortened and adjusted for clarification.
Arianee emerged after a group of knowledgeable entrepreneurs from different backgrounds came together to build a business at the crossroads of fashion and technology. “We all got together to build this business at a time when the NFTs are not something to talk about, even though we used the ERC 721 standard on the first day,” Hurstel said.
But how do they realize that there is a hole in the market that desperately needs blockchain technology? According to Hurstel, this is “expecting a new relationship architecture in the digital world based on wallets and tokens based on power and ownership.” It is a vision that in these new online relationships between communities and brands, designers and creators are based on digital asset ownership.
Hurstel and the Arianee team believe in a socio-economic system consisting of tokens and wallets and a relational infrastructure built on top of the fund. This ambitious vision is embodied in the name, which is associated with the mythology of the Cretan princesses about the maze and labyrinths.
Fashion houses and metaversion
Arianee focuses mainly on fashion. Last year, the company helped Paris Fashion Week become the first fashion week in the world to implement the NFT. In addition, the company has also worked with Breitling, Vacheron Constantin and Richemont to name a few.
According to Hurstel: “Metaverse is still a bit at the top of a complex distribution scheme, as is marketing infrastructure. Fashion houses are excited because they see an opportunity to engage with their communities in a different way to deliver a more exciting and immersive experience.
However, Hurstel also admits that fashion houses have trouble figuring out what it means to actually own the digital world. He says: “They are used to designing, creating, creating beautiful things, with creativity and a sense of urgency. And they know it and they manage it well. ”
The most anticipated fashion houses have seen the potential to repeat this in the digital world. At the same time, they want to ensure that they have a certain level of control over the digital product, just as they have physically. “For them, it really means trying to understand where they can put their community and what they need and need to keep under control,” he explains.
Decentralization of the physical world versus the meta universe
According to Hurstel, the fashion industry is more sensitive to the blockchain concept of decentralization is the fact that fashion is already decentralized. “They use suppliers, sometimes they use independent vendors. He sees this with the rise of the internet and online retailers, brands and social media. That’s the way their world is decentralized, “Hurstel said.
So how does metaversion decentralization differ? “It’s hard for them to understand: what does it mean when I do a digital advantage? What is it? What will be the lifespan of the object? What will happen to it? ”“ He said. ”And so it wasn’t hard. It’s just that it’s a learning curve that’s normal for the next thing. They improve themselves. ”
Arianee x The Sandbox
For Arianee, working with The Sandbox to expand her metaversionary ambitions was intractable. That’s because, according to Sebastien Borget of The Sandbox, fashion is an important part of the future of community-driven metaverse.
Thanks to this partnership, owners of luxury NFT items will receive an equivalent product for their avatar in The Sandbox. Brands can thus physically and digitally mix and create an immersive experience that takes their products to new heights. In addition to opening The Sandbox to a new audience, this collaboration will allow users to express their identities and view their favorite brand through their avatar.
Borget explains why this collaboration is natural for the two fastest growing companies: “Fashion and lifestyle are definitely the three main issues we want users to have access to. We have 200 brands on the Sandbox and we talked to 1000 of them.
But Sandbox still wants to reward people for buying physical things. So how does IRL relate to metaversion?
Arianee confirmed the answer
“It’s all about expanding the experience,” insists Hurstel. “And what we care about is not replacement, but finishing. It provides the tools, it makes people more fun, more experienced, it’s worth what they get.”
“In most markets we work with, their customer base is not cryptocurrency. He doesn’t have to have a cryptocurrency, he’s not feeling well in this new world yet. It grew fast. But the vast majority of the customer base needs easy access, and that’s what brands offer. ”
Thanks to this collaboration, markets now offer customers a way to understand metaversion; and how they can complement each other physically and digitally. Cooperation like this continues to dispel the myth that will eliminate metaversive physical markets. In contrast, such collaboration continues to show how brands can use metaversion to improve the customer’s journey in the coming years.