On January 13, Porsche held the official launch of the "911-Dreamer" digital collection in Shanghai, launching the first series of digital collections customized for Chinese users. Through this launch, Porsche shared its dream journey of exploring the virtual world, conducted in-depth discussions with artists and senior Web 3.0 practitioners on the art of the virtual world, and announced that the brand has taken an important step towards the Web 3.0 era. The "911-Dreamer" series of digital collections will be publicly released on January 23, with a limited edition of 996 pieces.
As early as August 2021, Porsche entered the digital collectibles market and auctioned exclusive design sketches as non-fungible token (NFT) artworks for the first time. In September of the same year, the first Porsche Art Living Room creative event was held in Chengdu, which explored in depth the impact and value of digital collectibles at the corporate level and in the art field. At the same time, Porsche further invested in Wanxiang Culture, a virtual digital human service provider. At the end of 2022, Porsche launched its first cloud amusement park, "Porsche Dream City", which aims to create a cloud-based interactive scene in the digital age. Today, Porsche China's dream journey to expand the virtual world has opened a new station-it has officially entered Web 3.0 with the release of its first digital collectible.
Michael Kirsch, President and CEO of Porsche China, said: “Porsche China has always been committed to becoming an innovation engine for the brand to explore the virtual world in the global market. Since investing in Wanxiang Culture in 2021, we have continued to invest a lot of talent and resources in the virtual and digital fields. With the launch of Porsche China’s first digital collection project, our Web 3.0 journey has kicked off. In the future, we very much look forward to seeing more exciting activities that interweave virtual and real life in the Porsche China Web 3.0 community, and bringing our understanding of modern luxury and unique brand positioning into the digital world.”
The "911-Dreamer" series of digital collections released this time are based on the classic Porsche 911 model and are exclusively customized for Chinese users. They aim to create a dream car in the virtual world with brand enthusiasts and inspire a refreshing and unique experience. The digital collection is limited to 996 pieces to commemorate the first Porsche 911 model introduced to China, the 996, the fifth generation of the 911 model.
The dream journey begins with a white Porsche 911 digital collection waiting in the garage. After owning a white Porsche 911 digital collection from the "911-Dreamer" series, collectors can use it as a canvas for their dreams, choose their favorite theme from six different themes, add color to their dreams, and finally get a 911 digital collection with a unique skin. The six themes are "Dream", "Eternity", "Exclusive", "Extreme", "Adventure" and "Pioneer", which not only tell Porsche's consistent product shaping concept, but also interpret the iconic and distinctive personality of Porsche owners and enthusiasts. Among them, the "Dream" theme echoes the theme of the "911-Dreamer" series and will be issued as a rare skin in limited quantities of 96 pieces. The remaining five theme skins will be issued 180 pieces each, with a total of 996 skins. When the collector selects the skin he likes, the original white 911 digital collection will be destroyed on the blockchain, and the digital collection with the same on-chain address will be replaced by a colored 911 with this skin.
Building Porsche China's web3.0 community
In addition to its artistic collection value, the digital collections issued by Porsche China this time carry a deeper meaning - using digital collections as a medium, it connects the brand, car owners and enthusiasts in the virtual world, creating a Web 3.0 community that is continuously operated by the brand and deeply co-built with users, in order to expand more user experiences that break through the limitations of the physical world.
Behind each "911-Dreamer" blockchain ID is a "resident" of the Porsche China Web 3.0 community. Each resident will be invited to build a dream space that connects the virtual and real worlds with Porsche China, participate in a variety of community activities, enjoy constantly upgraded community rights, and even create new products and services with the Porsche China Innovation Office.
To this end, Porsche China established a separate Web 3.0 and digital collection project team in early 2022. It is led by the Innovation Office of the company's strategy and development department and connects various business departments. It is committed to deeply exploring cutting-edge trends in digital-related fields from a brand perspective and exploring more innovative applications that are closer to users.
Extending sustainability into the digital world
Although digital collections based on blockchain smart contracts play an important role in connecting the real and virtual worlds, the power consumption of blockchain technology has always been an environmental challenge that needs to be solved urgently. Therefore, Porsche extends its commitment to sustainability to the virtual world: the "911-Dreamer" digital collection project also regards achieving net carbon neutrality as one of its important goals.
For the digital collections issued this time, Porsche China will neutralize the carbon emissions generated during the chain-up process by funding environmental protection projects. In addition, the brand plans to build a "Dream Forest" in Minqin County, Gansu Province in the spring of 2023, which will be shared by residents of the Porsche China Web 3.0 community. Each "911-Dreamer" collector will own a sapling in this "Dream Forest" and be awarded a tree planting certificate. These certificates will be minted into digital collections and airdropped to each collector's account.
