Spanish brand Mango launches new NFT collection for metaverse



Mango, one of Europe’s leading fashion groups, is continuing its journey in the metaverse through art and culture. To celebrate the opening of its flagship store on Fifth Avenue in New York, US, the company has created a collection of non-fungible tokens (NFTs) with the artworks of three renowned Spanish artists: Joan Miró, Antoni Tàpies and Miquel Barceló.

The new store at number 711 of the New York Avenue has become a physical, digital and virtual museum for the next 10 days, offering customers a brand that unites art, fashion and technology, the company said in a statement.

Mango, one of Europe’s leading fashion groups, is continuing its journey in the metaverse through art and culture. To celebrate the opening of its flagship store on Fifth Avenue in New York, US, the company has created a collection of non-fungible tokens (NFTs) with the artworks of three renowned Spanish artists: Joan Miró, Antoni Tàpies and Miquel Barceló.

The New York store marks the starting point for Mango’s expansion in the United States and will exhibit the physical artworks of three prestigious artists, alongside screens on which the NFTs will be displayed. The collection will also be displayed in the Decentraland metaverse, specifically at the coordinates 16.78 of the Museum District, making it the first time a brand has synchronised a physical, digital and virtual experience.

Together with various artists, Mango has reinterpreted two works by Miró (Oiseau volant vers le soleil and Tète et Oiseau), two more by Tàpies (Ulls i Creu and Esgrafiats) and one work by Barceló (Dilatation), giving rise to five NFTs. In the interpretation of the works, the digital artists have incorporated various Mango garments from the collection currently available in the store.

The NFTs are based on Mango’s vision to inspire the world by sharing its passion for Mediterranean style and culture, giving rise to digital artworks such as Mediterranean is on you, The Mediterranean Wave and Mediterranean Muses, among others.

As it did in March to celebrate Metaverse Fashion Week, Mango will display the five artworks in a virtual space in Decentraland. In parallel, the five NFTs will be uploaded to the OpenSea platform, one of the leading marketplaces of non-fungible tokens, which use blockchain technology, but will not go on sale.

To develop the digital artworks, Mango collaborated with the artists Farkas (of Argentinian-Hungarian origin and based in Buenos Aires, who specialises in digital art) and Marcos Tamargas, one of the leading artists on the Spanish art scene, who since 2019 has been painting portraits of all the women who have received the Nobel prize; as well as Ferran Sánchez, member of the Mango IT team and specialist in 3D art. Furthermore, Mango has selected the La Frontera VR team to participate in the creation of an NFT as a starting point of their collaboration to introduce Mango to the worlds of virtual art and the metaverse.

In addition to the five artworks in NFT format, Mango has developed four new wearables that will go on sale. These are four digital garments, two of which reproduce the women’s Claudie blouse and trousers. The final one is some virtual sunglasses inspired by traditional Mango sunglasses.

In addition, Mango has developed a wearable POAP (Proof of Attendance Protocol), a type of NFT that accredits attendance at an event.

Mango entered the Metaverse last March. With culture as one of its brand values, the company launched three unique artworks in NFT format, which were co-created with the cryptoartist Farkas. The three works were displayed in the Decentraland Museum District in the first edition of the Metaverse Fashion Week.

Fibre2Fashion News Desk (KD)


Be the first to comment

Leave a Reply

Your email address will not be published.


*