Maison Margiela Launches A Gamified Web3 Minting Experience

Maison Margiela is known for its iconic numeric clothing labels, which is why numbers take center stage within this minting experience. The gamified minting platform was designed to be interactive for its clientele to mint non-transferable Polygon soul-bound tokens (SBT) that are linked to the brand’s numbered labels as seen below:

As seen in the image of the experience below, 24 tokens of digits 0-23 need to be collected. Players have the chance to mint all of them over a months-long period to be able to participate in the next stage of the experience (details for that are yet to be known).

The gameplay is described as “a multiplayer game where users compete to mint each token-linked number of Maison Margiela’s iconic numeric label. Each number represents a soul-bound, digital collectible, and the goal is to collect all twenty-four numbered tokens (from 0 to 23) to unlock the soon-to-be-revealed next stage of Maison Margiela’s Web3 Roadmap.

“The game is based on the principle that each time a user mints a number, the countdown restarts for all users. As the circle moves forward to the next consecutive number, it indicates the token-linked number that can currently be minted. As users proceed to play, the numbers they have each minted will be highlighted in black. The game features twenty-four distinct ERC-1155 standard tokens, but, since they are Polygon SBTs, they are not transferable the way most other tokens are.

“Each wallet can mint only one digital collectible per number. If multiple users try to mint the same number, only the fastest user will succeed, and other users will fail. To create a fair competition for users, the same amount of gas is allocated to each user for every transaction.”

This is the first minting experience of its kind from a luxury global fashion house, and it demonstrates how brands can create innovative experiences to engage their clientele.

Luxury fashion brands have been heating up their Web3 experiences to honor their history and engage their customers around the world. Louis Vuitton launched a digital twin of its iconic travel trunk as well as a mobile NFT game to honor its founder. Lacoste launched a branded store in the metaverse and NFT project “UNDW3.” Maison Margiela is one of the fashion brands belonging to the OTB fashion group. Diesel is another and the blockchain experiences of both brands are guided by OTB’s Web3 studio BVX. For more about Maison Margiela’s Web3 experience, check out Blockchain Journal’s review by our customer journey analyst Sophie Maxx Waldman.