CLIENT: FOSSIL Group / DIESEL
AGENCY: ARTIFICIAL ROME
MY ROLE: EXECUTIVE CREATIVE DIRECTOR , CREATIVE DIRECTOR
DIESEL FUSES DESIGN AND TECHNOLOGY WITH THE LAUNCH OF VR-CRAFTED VERT WATCH AND METAVERSE EXPERIENCE AS PART OF CUTTING-EDGE METAMORPH PROJECT. DIESELT VERT – BORN VIRTUALLY, SHAPED BY YOU.
Diesel ventures into the metaverse with its new VERT Watch collection. Developed by Glenn Martens, VERT is the first Diesel Watch born in Virtual Reality, by using new Forms of 3D concepting in the Design Process. Each Diesel Vert Watch ensured access to a limited edition NFT evolving over time. NFT owners were also granted a premium experience in the Vert Metamorph Experience, with special character skins and enhanced gameplay.
Purchasers will receive a code through which they can register for a corresponding NFT (nonfungible token). The NFT evolved or “metamorphosized” through three stages to become an avatar (known as an A:VERT:AR) which was then minted. Participation in the virtual experience is not exclusive to watch owners. Individuals who haven’t purchased a watch will receive a basic avatar to engage in the gameplay. Visitors from around the globe gathered in a Metaverse online environment and collaborated in a series of quests in order to access the final unveiling of the Watch. The virtual world is shaped by VERT design details with breathtaking scenery and a sprawling environment where visitors will move through various challenges with their A:VERT:AR (avatar) to reactivate time in a fictional land where time has stopped.
The focus of the VERT experience is digital combined with a gamification approach in retail for a seamless link between online and offline experiences. The virtual world is shaped by VERT design details with breathtaking scenery and a sprawling environment where visitors will move through various challenges with their A:VERT:AR (avatar) to reactivate time in a fictional land called Tempus where time has stopped. Vert holders and Diesel fans globally are invited to experience an unseen narrative-driven brand experience – the Diesel VERT Experience – to take part in a multi-layered, interactive journey inspired by the collection.
Online Users interact with their avatar together with Players in Interactive retail installations based in selected Diesel stores globally-including Paris, New York, Barcelona, Las Vegas and Tokyo. The focus of the VERT experience is digital combined with a gamification approach in retail for a seamless link between online and offline experiences. The project was presented for the first time during the Diesel fashion show at Milan Fashion Week 2023.
The experience culminates in a virtual concert celebration with artist Lil‘ Dre at the completion of the quests. This tie-in with the music world follows on from Diesel‘s previous Metamorph NFT drop last month, part of an ongoing partnership with NFT music marketplace Public Pressure. The drop, a limited edition of 300, featured a soundtrack by composer Sejan Jansen and access to music events organised by Public Pressure. Holders also received priority access to one of the limited edition watches in the new Vert collection.
This Web3 Experience is a groundbreaking culmination with the launch of Vert, a timepiece collection that bridges the gap between the physical and digital worlds and redefines conventional design. The new collection comes with NFT (non-fungible token) avatars. In addition, an immersive virtual world of the same name invites the Diesel community and pushes the boundaries of reality, engages the senses and inspires the imagination.