Designed by Proud Robinson + Partners, the new membership platform launched with first Genesis Collection
British luxury supercar maker McLaren Automotive has launched its first Genesis Collection NFTs drop for the recently launched MSO (McLaren Special Operations) LAB digital community – a membership mechanic which opens up new opportunities for access and experience to McLaren owners, brand fans and the NFT community.
Working with Proud Robinson + Partners as the project’s lead strategic agency in developing the automotive brand’s web3 vision, the luxury automotive brand entered the metaverse through an ultra-limited edition, invitation-only NFT drop, celebrating the iconic P1™ car, the world’s first ever hybrid hypercar, and its track-only variant, the P1™ GTR.
Proud Robinson + Partners has also spearheaded the NFT creative, production, and delivery of the brand’s Genesis Collection.
Only 2,012 of these P1 NFTS have been minted, honouring the year that P1™ was first revealed at the Paris Motorshow (2012). Some 14 NFTs have also been gifted to honorary members of this new digital community, a mixture of McLaren owners and crypto members who are influential in this space.
The highly desirable and limited-edition nature of the first collection drop led to an immediate sell-out. Further NFT releases will span different categories, tiers, and designs offering different rarity – driving the secondary market.
Holders of Genesis Collection NFTs will each gain membership to an exclusive, MSO LAB digital community that will push the boundaries of access, rewards, and experiences from the McLaren brand. All McLaren MSO LAB NFTs were sold through the McLaren marketplace, supported by InfiniteWorld as McLaren Automotive’s recently announced metaverse partner.
McLaren Special Operations is McLaren’s bespoke division that sit at the extreme edge of what McLaren can do, with the ambition of delivering ‘the art of the possible’. The development of the MSO LAB continues this ambition within a digital world, and through this membership platform McLaren will continue to deliver exclusive access and offers to NFT holders to engage with the brand in a new dimension.
Gareth Dunsmore, chief marketing officer, McLaren Automotive, comments: “We are excited to be translating our pioneering efforts on the road and track into the metaverse. 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.”
Jake Sims- Fielding, partner, creative and strategy at Proud Robinson + Partners, adds: “MSO LAB is a digitally native platform created to push the boundaries of performance, innovation, collaboration, and community. We couldn’t be prouder to support our partners McLaren Automotive to deliver the first chapter of their ambitious metaverse and web3 strategy.”