The company says the new store at 711 on New York Avenue will become a physical, digital and virtual museum for the next 10 days, offering customers a brand that blends art, fashion and technology.
Mango, one of Europe’s leading fashion groups, is continuing its journey in the supermarket sector through art and culture. To celebrate the opening of its flagship store on 5th Avenue in New York, USA, the company created a collection of non-fungible tokens (NFTs) featuring artwork by three famous Spanish artists: Joan Miró, Antoni Tàpies and Miquel Barceló.
The New York store marks the start of Mango’s expansion in the United States and will feature real-life artwork by three renowned artists, along with NFT displays. The collection will also be displayed in the Decentraland metaverse, specifically at 16.78 in the Museum District, the first time a brand has synchronized physical, digital and virtual experiences.
Together with different artists, Mango has reinterpreted two works by Miró (Oiseau volant vers le soleil and Tète et Oiseau), two other works by Tàpies (Ulls i Creu and Esgrafiats) and one by Barceló ( Dilatation), which produced five NFT works. To interpret the pieces, digital artists have combined various Mango garments from the existing collection in the store.
NFTs builds on Mango’s vision to inspire the world by sharing a passion for Mediterranean style and culture, giving rise to digital artworks like the Mediterranean is with you. , Mediterranean Wave and Mediterranean Girls, among others.
As it did in March to celebrate Metaverse Fashion Week, Mango will display five artworks in a virtual space in Decentraland. In parallel, five NFTs will be uploaded to the OpenSea platform, one of the leading marketplaces for non-fungible tokens, using blockchain technology, but will not be sold.
To develop digital artworks, Mango has partnered with artists Farkas (Argentinian-Hungarian and based in Buenos Aires, specializing in digital art) and Marcos Tamargas, one of the artists. leading artist of the Spanish art scene, who since 2019 has painted portraits of all the women who have received the Nobel Prize; as well as Ferran Sánchez, member of the Mango IT team and expert on 3D art. Furthermore, Mango selected the La Frontera VR team to participate in the creation of NFT as a starting point for their collaboration to introduce Mango to the virtual art world and supermarkets.
In addition to the five artworks in NFT format, Mango has developed four new wearables that will be marketed. Here are four digital garments, two of which reimagine women’s Claudie blouses and pants. The last 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 confirms attendance at an event.
Mango joined Metaverse last March. With culture as one of its brand values, the company has released three unique works of art in the NFT format, co-created with crypto house Farkas. Three pieces were exhibited at the Decentraland Museum District during the first edition of Metaverse Fashion Week.
Fiber2 Fashion News Desk (KD)