To celebrate their sold-out NFT, Coach and Web3 native artist Shxpir created a Metaverse facade of Coach’s New York City 5th Avenue flagship store. This has been turning many heads and raising many questions, the primary one being, “Is this real?”
“I make fake art,” Shxpir pointed out. During his college years, around 15 years ago, he pursued a contemporary media art degree. After graduating, he went on to assist various artists in the fine arts industry. After some time, he immersed himself in the world of fashion and became a photographer. While seeking a way to better his photography, he went back to 3D art and realized that was his true calling. “I want to start a fake art movement since digital artists don’t care about real art anyways,” he explains. He does not see himself as an artist and does not want to confine himself to any titles or labels.
Shxpir met Coach through NYCAP3D, where he worked as a CG director. NYCAP3D. Before releasing the NFTs, they worked alongside Amethyst which helped them market and promote the NFT in the Web3 space.
Shxpir met Coach through NYCAP3D, where he worked as a CG director. NYCAP3D. Before releasing the NFTs, they worked alongside Amethyst which helped them market and promote the NFT in the Web3 space.
Giovanni Zaccariello, the Senior Vice President of Visual Experience at Coach, highlighted the importance of giving artists a platform to express themselves without any real parameters and allowing them to go where their creativity takes them. He believes that it is vital to allow artists to demonstrate their creativity without the brand telling them what to do. Coach came to Shxpir and embraced him, made him feel confident in what he wanted to make, and approved his ideas and work with no strict barriers or changes.
Even though this was created to celebrate the sold-out NFTs, it is going significantly more viral than the NFTs themselves. It is creating noise, a real impact. People are unsure of what it is, making them question what is truly possible and what is real and not real. Shxpir wanted the window to react with its environment, which made it so interesting from every angle.
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This video truly showed people what AR can do, and it is just the beginning. There can be another layer to everyday reality. It creates community and allows people to get together and do things they cannot do in their real life, they can be someone completely different in the Metaverse to who they are in their real life. Another appealing aspect of this new world is how sustainable it all is, not only for the brands themselves but the environment as a whole. “The consistent feedback we have been receiving is how this is so sustainable, and we are helping the environment,” Giovanni shares.
Written by Fedra Najera