K11 Musea’s phygital playground, plus more Web3 drops

28 Jan 2024

This week in Web3 news, Hong Kong’s buzzy retail-meets-art concept space K11 Musea opened up a new phygital portal to the public. In collaboration with Peter Yee, the unsung maestro behind Oakley’s hyper-futuristic silhouettes, the store will introduce shoppers to the burgeoning world of phygital design.

Across the pond, digital fashion house The Fabricant is teaming up with milliner and denim artisan Guild on a digital accessories collection, leveraging the power of augmented reality and 3D design.

Hong Kong’s buzzy retail destination K11 Musea has announced its latest conceptual venture: a phygital exhibition in partnership with artist and designer Peter Yee. Launching in March, coinciding with Art Basel Hong Kong, the project will utilize phygital technology to showcase Yee’s never-before-seen prototypes, personal sketches, and rare limited edition eyewear and watch pieces from the golden age of Oakley.

Each piece arrives with its own 3D digital twin and is paired with an NFC chip authenticated on blockchain. Spin.Fashion will also power immersive AR and VR experiences, accessed via the Apple Vision Pro.

Hong Kong is ahead of the curve when it comes to experiential concept spaces, backed by shifting consumer expectations in the post-pandemic climate. “The preferences of inbound tourists have shifted from a sole focus on shopping towards a greater emphasis on experiential retail and social media-driven activities,” writes Cushman & Wakefield.

A trend that’s yet to snowball across the rest of Asia and the West, phygital activations are a promising avenue for brands looking to up their retail game. The project also turns the spotlight on the unsung creatives in fashion design who often find themselves overlooked in the industry.