In many ways, the automotive industry has gradually entered the metaverse. With the opening of MSO Lab, McLaren Automotive has become the latest automaker to enter the digital arena.
McLaren Automotive’s ambitious metaverse strategy includes a new digital community from McLaren Special Operations (MSO), the company’s in-house customization programme, and MSO Lab is the first stage. Membership in the MSO Lab also grants access to Non-Fungible Tokens (NFTs), which can be used to unlock exclusive member experiences, opportunities, and utilities.
Access to member-only channels, as well as engagement with McLaren Automotive and MSO teams, early insight, and guaranteed access to future drops, are all available to MSO Lab members. Early MSO Lab members will also receive exclusive benefits, such as an unseen digital sketch from the McLaren design team, a behind-the-scenes virtual tour of McLaren Technology Center, and invitations to McLaren Automotive events.
“I’m overjoyed to finally be able to reveal the MSO LAB digital community, which we’ve developed as a new method to communicate with consumers and fans in the Web3 universe,” said Gareth Dunsmore, McLaren Automotive’s Chief Marketing Officer.
The Genesis Collection is the first MSO Lab release, and it features the McLaren P1. On May 11, 2022, a limited and invite-only randomised NFT mint will be released. On the Ethereum blockchain, a set of 2,012 generatively produced NFTs of the McLaren P1 and P1 GTR supercars will be offered. The price of each McLaren NFT will be 0.5ETH.
The new McLaren marketplace, which is powered by InfiniteWorld, a premier metaverse infrastructure platform, supports the MSO Lab community and the new Genesis Collection.
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