While a decade ago, it would have sounded like something out of a sci-fi action movie, the Metaverse has become a bonafide part of the modern world. The Metaverse has in fact become a melting pot of opportunities for crypto, NFT, and luxury brands to merge in one space. Following its presentation of the F/W 2022/2023 men’s collection in the Metaverse, Fendi has developed two augmented reality (AR) effects with Meta.
These AR effects were developed with Meta’s Spark AR technology and designed by award-winning creative agency BUCK—users on Instagram and Facebook around the world can therefore access these AR effects by Fendi to experience the Italian brand’s new Faster sneakers.
Titled Faster by Fendi and Masterpiece by Fendi, the AR effects are designed as an homage to discovery by creating an interactive experience that invites users to search for the Faster sneaker, like one would search for hidden treasure. It’s as simple as starting the effect from one’s mobile phone and picking any spot to film at, the AR effect will immediately transform the environment they are in into an archaeological site that allows for a virtual excavation by the means of the user’s hands.
A unique element in Masterpiece by Fendi would be the geo-activation element—the effect reveals the Palazzo della Civiltà Italiana at Eur, home of Fendi’s headquarters—where users can point their mobile phone cameras at the sign in front of the headquarters to reveal a virtual slab of marble containing the Faster sneaker. Just imagine you’re Michelangelo for a minute, as you’re shaping a virtual block of stone to let the Faster sneakers take shape like a masterpiece you’ve created.
Much like Fendi’s approach to the future, the Faster sneakers are very much a perfect combination of form, function and forward-thinking design. After having some fun with the AR effects, make sure to check these sneakers out here.
