Mango is taking Miró, Tàpies and Barceló to the Metaverse with a collection of NFTs
• Mango will become the first brand to merge the physical, digital and virtual worlds, at the opening of its new store in Fifth Avenue New York on 11 May
• In collaboration with various artists, Mango is creating five digital artworks in NFT format based on five works by Miró, Tàpies and Barceló
• The physical artworks of renowned artists and the virtual artworks will be displayed in the physical store in New York and in a space in the Metaverse, in Decentraland
• In addition to the artworks in NFT format, Mango has developed new wearables, some of which we go on sale, while others will be given away
• With this project, Mango is strengthening its ecosystem of distribution channels and coming into contact with new generations of customers
Mango, one of Europe’s leading fashion groups, is continuing its journey in the Metaverse through art and culture. To celebrate the opening of its flagship store on Fifth Avenue in New York on 11 May, the company has created a collection of NFTs with the artworks of three renowned Spanish artists: Joan Miró, Antoni Tàpies and Miquel Barceló.
The new store at number 711 of the New York avenue will, for eleven days, become a physical, digital and virtual museum, offering customers a brand a unique that unites art, fashion and technology.
The New York store, which has a surface area of 2,100 m2 (close to 23,000 sq. ft) and marks the starting point for Mango’s expansion in the United States, will exhibit the physical artworks of three prestigious artists, alongside screens on which the NFTs will be displayed. The collection will also be displayed in the Decentraland Metaverse, specifically at the coordinates 16.78 of the Museum District, making it the first time a brand has synchronised a physical, digital and virtual experience.
Jordi Álex, Mango’s Director of Technology, Data, Privacy and Security, points out that “through these new projects, Mango is coming into contact with new target markets so that we can understand how younger consumers interact in these environments”.
Together with various artists, Mango has reinterpreted two works by Miró (Oiseau volant vers le soleil and Tète et Oiseau), two more by Tàpies (Ulls i Creu and Esgrafiats) and one work by Barceló (Dilatation), giving rise to five NFTs. In the interpretation of the works, the digital artists have incorporated various Mango garments from the collection currently available in the store.
The NFTs are based on Mango’s vision to inspire the world by sharing its passion for Mediterranean style and culture, giving rise to digital artworks such as Mediterranean is on you, The Mediterranean Wave and Mediterranean Muses, among others.
As it did in March to celebrate Metaverse Fashion Week, Mango will display the five artworks in a virtual space in Decentraland. In parallel, the five NFTs will be uploaded to the OpenSea platform, one of the leading marketplaces of non-fungible tokens, which use blockchain technology, but will not go on sale.
To develop the digital artworks, Mango collaborated with the artists Farkas (of Argentinian-Hungarian origin and based in Buenos Aires, who specialises in digital art) and Marcos Tamargas, one of the leading artists on the Spanish art scene, who since 2019 has been painting portraits of all the women who have received the Nobel prize; as well as Ferran Sánchez, member of the Mango IT team and specialist in 3D art. Furthermore, Mango has selected the La Frontera VR team to participate in the creation of an NFT as a starting point of their collaboration to introduce Mango to the worlds of virtual art and the Metaverse.
In addition to the five artworks in NFT format, Mango has developed four new wearables that will go on sale. These are four digital garments, two of which reproduce the women’s Claudie blouse and trousers. The final one is some virtual sunglasses inspired by traditional Mango sunglasses.
In addition, Mango has developed a wearable POAP (Proof of Attendance Protocol), a type of NFT that accredits attendance at an event. This is a badge that will not go on sale, but be given to those attending the physical and virtual store opening event, so that their avatars in the Metaverse can display it.
What is more, the company has also launched a (unisex) commemorative t-shirt for the opening of the Fifth Avenue store in New York, of which 100 units have been produced: 98 will be given away to those attending the virtual event, and two will be added to the Mango collection of NFTs.
Mango in the Metaverse
Mango entered the Metaverse last March. With culture as one of its brand values, the company launched three unique artworks in NFT format, which were co-created with the cryptoartist Farkas. The three works were displayed in the Decentraland Museum District in the first edition of the Metaverse Fashion Week.
Mango’s entry into the virtual Metaverse environment represents one step further in strengthening the ecosystem of channels and partners the Mango business model is based on. The company is also strengthening its commitment to digital innovation and its search for new channels of interaction with its customers.
Mango has created a specific team dedicated to developing digital content, to which it will add new experts in the coming months.
About the artists
Luis “Lajos” Arregui Henk, artistically known as Farkas, is an Argentinian-Hungarian cryptoartist based in Buenos Aires. Always attracted by nature and the countryside, together with Mango, Farkas has co-created three unique artworks in NFT format inspired by the brand’s garments, and the company’s first wearables.
Marcos Tamargo is one of the youngest talents in the Spanish art scene. He is characterised for using and transforming materials in the form of textures, creating very lively pieces. Since 2019 he has been producing portraits of all the women to have received the Nobel prize.
For his part, Adri Bonsai is the animation director of the short film Woody & Woody, winner of the Goya for the best animated short film in 2018. The artist, of renowned prestige in the graphic design and audiovisual fields, has specifically collaborated with Mango in the animated production of NFTs.
La Frontera VR is a leading company in the development of immersive applications to be used in 3 ways: training, showrooms and virtual meetings. It has a multidisciplinary team of over 40 professionals who, since 2017, have executed VR/AR projects for over 50 major clients.
Ferran Sánchez, member of the Mango IT team and specialist in 3D art, also collaborated in the development of the NFT artworks.
About the artworks
Oiseau volant vers le soleil is a work measuring 28.5 x 77.8 cm by the artist Joan Miró, produced in 1970.
Tête et Oiseau is a painting by Joan Miró measuring 103 x 73.5 cm.
Ulls i Creu 1991 is an work by the artist Antoni Tàpies, measuring 55.5 x 46.5 cm.
Esgrafiats is an artwork by Antoni Tàpies, measuring 195 x 130 cm.
Dilatation is an oil on canvas by the painter Miquel Barceló from 1989. The artwork measures 200 x 300 cm.