HUGO x Imaginary Ones
Benefits for the Brand and Customers
Increased customer engagement
Data insights
Exclusive access
Personalized experience
Verified proof of authenticity
Buyers have interacted with 23.8% of products- 64.7% of products that have been interacted with, were registered by buyers
- 90.3% of buyers that registered their product also unlocked their digital wearable
Client: Hugo Boss
Industry: Fashion
HUGO x Imaginary Ones – a 360-degree metaverse experience
In a fusion of fashion and technology, HUGO collaborated with Imaginary Ones, an NFT collection, to integrate physical products with the metaverse. With 90.3% of product owners claiming their digital wearables, their approach extends the consumer experience and redefines authenticity in fashion.
challenge
Connect Fashion with the Metaverse while Maintaining Exclusivity
HUGO and Imaginary Ones sought to seamlessly connect IO’s NFTs (Non-Fungible Tokens) to physical products and then transition them back into the digital realm for the HUGO x Imaginary Ones “Embrace Your Emotions” NFT collection. This intricate process required the establishment of a robust web3 ecosystem that would not only cater to the HUGO x IO community but also uphold the exclusivity and authenticity of their offerings.
Solution
User-Friendly Token Redemption System
Each physical product was assigned a unique identity linked to a token-gated redemption code for the corresponding digital wearables. This approach ensured a secure gateway from the physical to the digital domain and guaranteed that only the rightful owners could access the digital assets.
Integrating third-party platforms like the ReadyPlayerMe avatar studio and IO’s Bubble Rangers mobile game enriched the consumer experience further, providing avenues for personal expression and immersive engagement within the metaverse. This partnership facilitated a seamless flow from the purchase of physical products to their use in various virtual environments.
Results
High Redemption Rates and Long-Term Engagement Metrics
90.3% of product owners embraced the opportunity to redeem their digital wearables, highlighting the intrinsic value they placed on the seamless combination of fashion and technology. 43.4% of all products sold were successfully claimed, demonstrating the widespread adoption and enthusiasm surrounding this novel approach. 82.9% of all products tapped were claimed by the product owners, validating the ease of claiming a product after the initial interaction with the physical product.
By seamlessly bridging the gap between the physical and digital realms, HUGO and Imaginary Ones not only prolonged the customer experience beyond the point of sale but also established immutable proof of authenticity and ownership.
Solutions Used in this Story
Authenticity at Your Fingertips
Safeguard your brand against counterfeit products. Using blockchain and encrypted NFC tags, customers can verify the authenticity of their products with a single tap, bolstering consumer trust and brand reputation.
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New Chart-Eligible Music Format – Mini NFC-Cassette
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Client: Warner Music France & Christopher Maé
Industry: Music & Entertainment
Why You Should Sell Cassettes in 2026
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