How Web3 brand 9dcc is becoming luxury’s hottest lifestyle club

    In Web3 news this week, Gmoney’s 9dcc opens a pop-up at NFT.NYC and Marc Jacobs turns to AR for its latest fragrance launch.
    9dcc’s NFT.NYC pop-up store in SoHo. Photo: 9dcc

    It was full steam ahead for Web3 in New York this week, as the metropolis welcomed back its annual NFT.NYC jamboree, running from April 3-5.

    This year, the usual suspects were in full attendance, including Gmoney’s luxury lifestyle platform 9dcc, whose pop-up activation we dissect below, and Doodles, an NFT project turned collaboration machine. Doodles recently announced a new music-based project set to launch later this year with its chief brand officer, Pharrell Williams.

    A meeting spot for tech enthusiasts, design innovators, and the fashion commentariat, the event continues to up its credentials, establishing itself as a legitimate business opportunity for Web3-powered projects to achieve mainstream visibility.

    In other Web3 news this week, Marc Jacobs has teamed up with AR leader on a Snap filter for its new fragrance campaign.

    9dcc enters the next phase of its luxury roadmap this week. Photo: 9dcc
    9dcc enters the next phase of its luxury roadmap this week. Photo: 9dcc

    Gmoney’s 9dcc launches physical pop-up store at NFT.NYC#

    What happened: Luxury lifestyle brand 9dcc launched its biggest pop-up to date on April 3 in New York’s vibrant shopping district, SoHo. Visitors could try-on and shop the brand’s “Collection 01” line, which debuted at Paris Fashion Week.

    Alongside the pop-up, 9dcc also launched its newest venture: the Nines program. Utilizing a “proof of presence“ system, visitors at the pop-up could earn and collect on-chain Nines experience badges — a concept akin to POAPs but tailored to the 9dcc ethos. The debut concept allows 9dcc’s enthusiasts to accumulate a personalized collection of memories, connections, and experiences, which will eventually serve as gateways to exclusive experiences.

    The verdict: 9dcc’s activations are getting bigger and better as the brand matures from a merch label to a major fashion player. In February, the platform launched its first full physical product collection during Paris Fashion Week — an NFC-chipped capsule line catering to the crypto mob.

    Now, the brand is introducing new use cases for its “networked products,” a term trademarked by 9dcc to denote clothing items connected to NFTs. Through incentivizing participation, the community-led platform is cultivating an aspirational lifestyle for its cult following, a strategy reminiscent of the streetwear label Aimé Leon Dore.

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    Marc Jacobs teams up with on new AR Snap filter#

    What happened: To celebrate the launch of its new fragrance, Daisy Wild, Marc Jacobs has collaborated with augmented reality pioneer on a new Snapchat filter, inspired by the perfume’s olfactory notes.

    Users can hold their phone up to any face or object and watch the filter decorate its chosen subject in the fragrance’s iconic daisy emblem, which features on its physical bottle top.

    The verdict: Like many Web3-centric start-ups today, is working closely with numerous traditional fashion labels to provide a seamless onboarding experience into the digital realm. The brand also released its third project with fast-fashion favorite Bershka earlier this week, zeroing in the brand’s Gen Z shoppers.

    With over 63 percent of Snapchat’s daily active users (around 250 million) engaging with its AR features daily, the platform is a lucrative advertising tool for brands integrating tech into their marketing roadmaps.

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