British sports car company, McLaren Automotive, made an official debut into the metaverse last month with its MSO Lab project and has sold out over 2000 pieces within four days of its first drop.
McLaren’s golden standard has been “combining performance, innovation, and craft to deliver the art of the impossible”. Building on this standard was its MSO Lab: the web3 brainchild of their Special Operations Division, created to explore the future of performance in a digital realm.
The collaborative effort included Proud Robinson + Partners, who led the project's web3 strategy, and Infinite World, who steered the dazzling design direction of the NFTs while staying true to McLaren's luxury and style.
“We are excited to be translating our pioneering efforts on the road and track into the metaverse. The partnership aims to push the boundaries and elevate the experience, characteristics both synonymous with the McLaren brand in everything we do. Proud Robinson + Partners has played a pivotal creative and strategic role in our breakthrough first step into the web3 space with McLaren Automotive’s first sell-out NFT drop." said Gareth Dunsmore, Chief Marketing Officer, McLaren Automotive in a press release.
The first invite-only NFT drop from the project featured McLaren’s ‘The Genesis Collection’, an Ethereum blockchain-based series of 2,012 generatively-made NFTs honoring the 2012 premiere of the coveted McLaren P1™ and P1™ GTR sports cars. Each NFT was priced at 0.5ETH and offered several community perks such as access to exclusive McLaren events, Q/A sessions with McLaren’s design team, and many more for its first-generation owners.
But MSO Lab is just the beginning.
McLaren will also be releasing its very first MSO LAB owner public airdrop, providing limited spots for an exclusive physical McLaren experience. No date has been communicated yet for this. However, with the success of the MSO Lab Genesis Collection, there is no denying that there is an exciting future ahead in the metaverse for the automobile company.