“Mercedes-Benz, which represents a whole new segment of the luxury business, has become our fifth founding member, and we are thrilled to have them on board. This is a tangible leap towards our primary aim, which is to embrace all sub-industries of the luxury business.”
The Stuttgart, Baden-Württemberg, Germany-based automaker conveyed a specific liking towards distinct digital art, with the choice of retaining them as NFTs, to provide a new spectrum of products and unique experiences within the car using its recent multimedia display arrangements. Vehicles could ultimately transform into customized and interactive art environments that are enhanced through the use of light and music.
Gorden Wagener, chief design officer of Mercedes-Benz Group AG, pointed out: “We generate desire in-car and even beyond via the use of digital artwork. One potential option to distinguish the Mercedes-Benz luxury experience via the thrill of the unforeseen is to include it into the user interface and user experience (UI/UX).”
Vice president of communications and marketing Bettina Fetzer explained the automaker’s utilization of resources based on Aura as “establishing a norm for the automotive sector” as Mercedes-Benz broadens its operations into a “totally unique aspect of digital luxury” with the rest of the members.
Big names in the luxury industry, namely LVMH Moet Hennessy Louis Vuitton, Prada, and Compagnie Financiere Richemont have come together to set up the Aura Blockchain Consortium in April last year, with the intention of fostering the utilization of a solo blockchain platform accessible by all premium brands across the globe to assist clients to track the origin and originality of premium goods. Italy-based OTB Group joined the consortium in October 2021.
Continuing the plan of solutions “for luxury brands by luxury brands” as a portion of a long-term plan in the direction of the metaverse, the association is persisting to build its technical working plan to include several NFT deliverables.