Salvatore Ferragamo Lets You Design Shoes Via Holograms At Its New Swanky Store
Salvatore Ferragamo is combining fashion and next-level technology to bring a new experience at its newly-opened SoHo store. Using holograms, customers can design custom-made sneakers as part of the brand’s new initiative to make the Greene Street store a flexible creative space.
Designed with creative studio De-Yan, the holograms are projected onto a six-foot-tall wall, directing customers to personalize their own sneakers step by step, through the holographic visuals.
The base silhouette is currently limited to Ferragamo’s latest 6R3ENE (pronounced Greene), a unisex sneaker. However, over 40 different colors and patterns can be utilized in the designing process.
The footwear also boasts sustainable features as it is made from the nylon of discarded fishing nets, as well as repurposed leather and suede.
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Though, this isn’t all that is on offer at the new location. Perhaps the most interesting feature is an NFT booth that lets customers mint their own non-fungible tokens on OpenSea. Upon entering a mirrored booth, users can swipe through different backgrounds created by Shxpir, before snapping photos of themselves on a high-spec camera.
The digital artwork is then minted into an NFT. All previous minting fees have been covered by Salvatore Ferragamo prior to the opening. To add to the collaboration with Shxpir, a capsule collection of T-shirts and sweatshirts with the artist’s work will also be sold in-store with proceeds being donated to The Center, the oldest LGBTQ+ organization in New York.
Salvatore Ferragamo is dabbling in a new way for Web3, NFTs, and real life to cross that threshold into the tech space, where fashion is currently trying to carve a space for itself.
[via Footwear News and Forbes, cover image via Ferragamo]
