Future+ Fridays | Issue31

1. mmERCH's second drop: a fusion of Web3, NFTs, and luxury Fashion

What's happening: After a successful first drop, mmERCH is launching its second Web3 fashion collection, with a special auction at Christie’s from Sept 25 to Oct 2, offering exclusive hoodies paired with NFTs and AI-generated art.

TLDR:

• mmERCH’s second collection includes a total of 322, 1-of-1 hoodies, each tied to a unique NFT. It includes 22 luxury cord-end details with Swarovski® crystals or Created Diamonds.

• The drop also includes 5 ultra-luxe hoodies featuring Swarovski cord ends will be available via auction at Christie’s prior to the public mint with each item tied to a 1/1 artwork by prominent artist, Claire Silver.

• Following the auction at Christie’s, there will be an allowlist (October 1st) and public mint (October 2), the hoodies will then be produced once claimed and delivered by December.

• Daniel Maegaard (Seephrase) inspired the designs based on his rare Cryptopunk NFT, adding value to the collection.

• Each buyer will be airdropped a receipt token and when claiming their physical hoodie which are made to order within 6-8 weeks, they will also receive an NFT artwork by Claire Silver.

• When buyers mint the hoodie, what they will get is still a mystery—it will be revealed only when the collection mints out.

• Each hoodie has a chip-embedded logo granting access to exclusive future events, blending digital and physical ownership.

Why it matters: mmERCH’s second drop not only pushes the boundaries of technology again but mostly reinforces the crossover between luxury, blockchain, and generative art. The involvement of prominent figures like Seedphrase and artist, Claire Silver, alongside high-profile auction house like Christie’s, elevates the brand’s status to new levels. Blending rare physical items with NFT technology, mmERCH is offering more than just garments—it's is giving collectors items with lasting value through digital and physical assets, solidifying its role in the evolving world of Web3 fashion.

2. Shiseido elevates luxury skincare with xydrobe

What’s happening: Shiseido is introducing a 4D immersive beauty experience ‘The Essence of Enmei’; at Macy’s Herald Square in NYC from September 26-29, showcasing the Future Solution LX collection in collaboration with immersive tech company xydrobe.

TLDR:

• Shiseido has decided to partner with xydrobe for a 4D immersive beauty experience to promote its most premium skincare line, The Future Solution LX collection.

• This is the first US immersive experience by Shiseido.

• This new endeavour coincides with the reformulation of the collection inspired by 40 years of genetic research.

• The immersive experience includes virtual journeys through Japanese landscapes engaging all senses with visuals, sounds, scents, and winds.

• It focuses on the Enmei herb, a rare Japanese botanical, featured in the skincare line for its regenerative properties.

• This collaboration is part of Shiseido's strategy to merge luxury with technology and stay ahead of the curve.

• For the next steps, the beauty brand plans to include exclusive treatments and influencer collaborations to further elevate the brand.

• xydrobe keeps on pushing boundaries with luxury brands, after a successful partnership with Vacheron Constantin this summer in Harrods.

Why it matters: Shiseido's 4D experience highlights how luxury brands are increasingly merging cutting-edge technology with their product offerings to create deeper, more engaging customer interactions and build momentum. This approach positions Shiseido as a tech-forward player in the beauty industry, helping it stay relevant in a competitive market. By offering a fully immersive sensory experience, Shiseido not only makes its products more memorable but also reinforces the brand’s premium status.

3. Meta Connect 2024: affordable mixed reality, AI breakthroughs, and a glimpse of the future with Orion

What's happening: At Meta Connect 2024, Mark Zuckerberg unveiled significant updates in mixed reality, AI, and wearables. This includes the Meta Quest 3S, a more affordable mixed reality headset, AI advancements for everyday use, updates to Ray-Ban Meta glasses, and the announcement of Orion. See the main highlights below.

TLDR:

• Meta Quest 3S: Launching in October, this new mixed reality headset delivers high-resolution, full-colour experiences that seamlessly merge physical and virtual worlds. Its standout feature is its affordability (~299.99 $USD), making it accessible to a broader audience.

• Next computing platform: with the Meta Quest 3S, Meta aims to build a platform beyond gaming—where people can stream movies, work on spreadsheets, connect socially, and engage in fitness, all within the same device.

• Hyperspace: Meta is working on creating photorealistic virtual environments called Hyperspace, designed to make virtual spaces feel as real as physical ones.

• Meta AI updates: Meta AI now has 400 million users. It’s becoming more natural with voice interactions across Facebook, Messenger, WhatsApp, and Instagram. It can identify objects in videos, edit photos, and sync video with dubbed audio for better global content access.

• Llama 3.2: Meta’s latest model supports both text and image processing, enhancing AI’s ability to handle visual and textual data.

• Orion prototype: after 10 years in the making, those glasses are not meant to be seen as headset or glasses. It is ultra-lightweight (under 100 grams) and uses voice control, hand, and eye tracking to navigate, promising a revolutionary computing experience.

Why it matters: The affordability of the new Meta Quest 3S means that more people will have access to advanced mixed reality technology, which is likely to encourage brands to create more immersive activations and experiences within these virtual spaces as they will have new opportunities for marketing, virtual events, and interactive content. The development of the Orion prototype also signals a strategic shift for companies toward more integrated, lightweight devices, emphasising ease of use and seamless blending of the physical and virtual worlds. This trend is reinforced by the recent launch of Snap’s new glasses, highlighting a growing industry focus on wearables that combine style, convenience, and cutting-edge technology.

4. RIMOWA launches new cross-body Bag with immersive virtual store

What's happening: One of the best-performing LVMH brand, RIMOWA, the 126-year-old luxury luggage brand, has expanded its portfolio with a new aluminium cross-body purse and launched an immersive virtual store on its website for its launch.

TLDR:

• After three years in development, RIMOWA launched the RIMOWA Original Bag, a cross-body purse crafted in Germany.

• The purse is part of the brand's growing non-luggage portfolio, also including backpacks, duffle bags, and tote bags.

• RIMOWA created a fully immersive 3D virtual store to debut the bag, allowing users to interact with it in 3D on the website directly.

• The virtual store also includes videos on RIMOWA's heritage and craftsmanship, a timeline of iconic products, and seamless shopping integration.

• This is not the first virtual space RIMOWA has created; it has previously collaborated with RTFKT before where customers could purchase a digital collectible in exchange for a physical item,

Why it matters: RIMOWA's launch of an immersive 3D virtual store highlights the brand’s focus on innovative approach to luxury retail. By offering a fully interactive shopping experience, the brand taps into the growing trend of spatial eCommerce, merging technology with high-end fashion. The virtual store allows users to engage with the product in ways traditional shopping can't, from 3D interaction to exploring RIMOWA’s heritage through multimedia content. This tech-forward approach enhances customer engagement but also signals a future where shopping becomes more immersive and interactive as we have seen with many other brands lately.

5. FabriX returns to Paris Fashion Week with enhanced AR Kiosk and digital fashion Innovations

What's happening: FabriX, a Hong Kong-backed digital fashion initiative, has returned during Paris Fashion Week with an updated AR try-on kiosk at Palais de Tokyo. While visiting, attendees can interact with digital fashion designs, pre-order outfits, and get exclusive virtual pieces for Roblox avatars.

TLDR:

• FabriX is making a return to Paris Fashion Week between the 25th of September and 1st of October, with a newly enhanced AR try-on kiosk (its version 2.0.1), offering visitors an immersive digital fashion experience.

• The digital fashion initiative has partnered with Avery Dennison for digital ID solutions, Genesis-One for fashion commerce infrastructure, and ZERO10, specialists in AR and artificial intelligence.

• The kiosk showcases digital fashion items from six designer brands, including Bianca Saunders, Charles de Vilmorin, Florentina Leitner, Paolina Russo, Ponder.er, and Wilsonkaki.

• Through the kiosk, visitors can virtually try on digital outfits, capture photos, and preorder pieces, which include exclusive designs for Roblox avatars.

• FabriX’s "See Now – Try Now – Buy Now" concept offers emerging designers a chance to showcase their work to industry insiders and luxury audiences.

• After Paris, FabriX will take its kiosk and digital fashion showcase to Florence for the Pitti Uomo fashion event, expanding its reach further.

Why it matters: For brands, designers and fashion enthusiasts, FabriX offers a unique opportunity to explore digital fashion, enabling them to experiment beyond the constraints of physical materials and push creative boundaries. This digital-first approach allows brands to tap into emerging markets like virtual goods and platforms such as Roblox, where demand for digital fashion is rapidly growing. As one of the few digital fashion presences at Paris Fashion Week, FabriX highlights a significant shift in the industry toward embracing technology and innovation. Brands that engage with platforms like FabriX can diversify their offerings, connect with tech-savvy consumers, and position themselves as leaders in the evolving landscape of fashion. This shift is essential for staying relevant in a world where immersive, tech-driven experiences are increasingly shaping consumer behaviour and expectations.