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Fred Segal and Subnation partner for Artcade "dynamic retail experience"

David Murphy

Fashion, beauty and home retailer, Fred Segal, has partnered with gaming and eSports tech firm Subnation for the launch of Artcade, which the companies describe as “the first dynamic retail experience, featuring curated collectibles, limited product drops, an NFT Gallery, and Streaming Studio,” which will be available physically on the Sunset Strip in Los Angeles, and virtually in the metaverse. 

The collaboration includes curated merchandise, collectibles, limited-edition apparel and gaming hardware, as well as virtual goods, digital skins and the first physical NFT Gallery powered by VIZIO, all of which can be bought in-store or online via cryptocurrency. 

The experience will also feature Metagolden’s latest jewellery line, which is the first to enter the metaverse. The line has been produced in collaboration with pop artist Ashley Longshore in "celebration of mighty women", and will feature both physical and digital assets, including a collection of 862 unique NFTs of 62 iconic female leaders, including RBG, Michelle Obama, and Mother Theresa. 

Every month, Artcade will curate NFT exhibitions and host programming ranging from musical performances and sneaker customization classes, to creator salons and AR trunk shows. The inaugural NFT exhibition gallery will include/represent some of most recognized collections in the industry, iincluding CryptoPunks, Bored Ape Yacht Club, Doodles and Cool Cats. The in-house Streaming Studio will feature live podcasts and eSports gameplay. The first esports team/celebrity appearance will include Green Bay Packers WR Marquez Valdes-Scantling and his team Trench Made Gaming. Consumers can visit the store, and stay connected digitally through social commerce, shoppable livestreams and exclusive offers via digital OOH advertising and augmented reality pop-up installations.

“In recent years, we have seen a massive transformation in the retail industry, which inspired us to completely reimagine how consumers will shop,” said Jeff Lotman, CEO and Owner of Fred Segal. “With Subnation, we are building the next generation of retail experiences that will attract creators, engage consumers and reshape the cultural landscape.”