Web3 is not just a technological advancement; it’s a transformative ideology that encapsulates a set of values and technical applications, heralding a new age for the World Wide Web. Its core principles encompass ubiquity, decentralization, artificial intelligence, blockchain, and seamless connectivity. Within this realm, AI and machine learning technologies have begun weaving their magic, with current applications primarily rooted in the domains of cryptocurrency and finance. However, the future promises a broader spectrum of user-centric, intelligent applications.
Consider these glimpses into the future:
YSL and Prada, two fashion giants, are venturing into the world of NFTs, offering exclusive experiences to consumers—a testament to how traditional brands can blend technology and luxury. Starbucks have introduced Starbucks Odyssey, a blockchain-based loyalty program offering limited-edition NFT stamps through an integrated marketplace, embracing blockchain trends and enhancing customer engagement. McDonald’s, known for its fast-food prowess, is exploring the concept of virtual restaurants that straddle the digital and physical realms, hinting at a revolution in food delivery. Gucci, the esteemed luxury brand, has been in collaboration with Roblox since 2021, venturing into the realm where gaming, challenges, and interactive learning intersect - launching a virtual perfume experience with Miley Cyrus amongst other collaborations. Patrón Tequila, synonymous with premium spirits, is embracing NFTs by offering one-of-a-kind editions, effectively bridging the tangible and digital. Meanwhile, Brown & Hudson, a luxury travel company, is crafting meta travel experiences through virtual reality, enabling clients to relive their cherished real-world trips.
These innovative ventures illustrate the power of technological innovation for brands, proving that it’s not just about the innovations themselves; it’s how brands leverage and adapt to them that truly matters.
Abuelos, a concept envisioned by artist Amahra Spence, offers a hotel experience that replicates the warmth of a family home—an oasis for marginalized communities and artists to gather. IsleHoliday, a letting website initiated by Scottish island residents, reinvests profits into local businesses and housing projects, thereby bolstering local economies and promoting sustainability. The Climate Homestay Network, born during the COP26 climate change conference in Glasgow, has now partnered with Greenpeace and Extinction Rebellion to provide accommodations with a purpose, uniting change-makers during climate events. In Los Angeles, Heimat provides an intimate, luxurious setting that focuses on wellness and community, offering a sanctuary in the digital age.
This article is taken from a trend insight project Delight wrote for a client in early 2023, with references from The Future Laboratory and Wunderman Thompson