Zilliqa Group’s MetaMinds Partners with Luxury Brands for Augmented Reality Experience at Luxury Innovation Summit
Geneva, Switzerland – In a groundbreaking move, Zilliqa Group’s metaverse arm, MetaMinds, has joined forces with Swiss luxury watchmaker Cyrus Watches Genève and premium cigar brand Patoro Cigars to bring an immersive augmented reality (AR) experience to the Luxury Innovation Summit. The event, set to take place in Geneva on October 1-2, will showcase MetaMinds’ spatial web technology to an audience of luxury industry leaders.
The partnership between MetaMinds, Cyrus Watches, and Patoro Cigars comes at a time when the luxury sector is undergoing a significant transformation. With traditional luxury markets experiencing a slight decline in sales, brands are turning to immersive experiences and digital integration to engage consumers, especially the younger, tech-savvy demographic.
MetaMinds, a key player in the blockchain-focused Zilliqa Group, is at the forefront of this shift towards the “experience economy.” CEO and Co-founder Sandra Helou believes that luxury is evolving from a product-focused industry to one that prioritizes experiences, emotional connections, and personalization. MetaMinds aims to bridge this gap for luxury brands by leveraging bespoke virtual worlds and spatial web technologies to enhance customer experiences.
At the Luxury Innovation Summit, attendees will have the opportunity to interact with digital replicas of Cyrus Watches’ timepieces and explore immersive experiences related to Patoro Cigars. This AR interface not only showcases the craftsmanship and artistry behind these luxury goods but also introduces a new level of engagement, blending the physical and digital worlds in what MetaMinds calls “phygital” experiences.
The integration of AR for luxury products reflects a growing trend in the industry, where brands are looking to engage younger generations, particularly Gen Z, through interactive and gamified content. By allowing users to personalize and share their experiences, brands aim to turn enthusiasts into advocates through user-generated content (UGC).
Dr. Pablo Richard, owner of Cyrus Watches and Patoro Cigars, sees embracing spatial web technology as a crucial step in innovating the luxury space. “Our vision is the conquest of innovation, and this partnership with MetaMinds is just the beginning of addressing changing consumer behavior,” Richard stated.
The Luxury Innovation Summit, now in its sixth year, is a platform for top executives from leading luxury brands to explore the future of the industry. Deependra Pandey, CEO of Luxury Venture Group, believes that the collaboration between MetaMinds and these luxury brands sets a new standard for experiential luxury marketing. “This year, we’re not just showcasing products, but crafting immersive, unforgettable experiences that blend the physical and digital worlds,” Pandey commented.
While the AR experiences will debut at the summit, MetaMinds has announced that the wider public will have access to them post-event through its platform, allowing luxury enthusiasts to explore these digital assets even if they couldn’t attend the summit.
