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Selfridges steps into the Metaverse

Updated: Mar 25

Selfridges is starting 2022 on a high with a project that looks into the future, bringing fashion, art, retail, theatre and NFTs all under one roof. The British retailer is joining with Paco Rabanne and Fondation Vasarely to create one-of-a-kind shop windows, pop-ups, in-store art exhibitions and NFTs.


Building on Paco Rabanne creative director Julien Dossena’s spring 2022 range, where Vasarely’s abstract art featured throughout his collection, Selfridges decided to take things up a notch and bring Vasarely’s entire universe alive.


This marks Selfridges’ first foray into the metaverse and it plans to simplify access for its customers, too, by making it possible to buy NFTs with a regular bank card over the counter — no need for cryptocurrency here.


Zalando Implications


Zalando could follow Selfridges Metaverse case to analyse the things they did or did not do well for a time in the future when Zalando feels prepared to introduce itself into the alternate universe.


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