Mercedes-Benz Joins Aura Blockchain Consortium as Founding Member – WWD
PARIS – Mercedes-Benz was revealed on Wednesday as the fifth founding member of the Aura Blockchain Consortium, and the first outside the fashion industry.
“We are delighted to welcome Mercedes-Benz as the fifth founding member, coming from a whole new sector of the luxury industry. This is a concrete step towards our global strategy of welcoming all luxury industry sectors,” consortium general secretary Daniela Ott said in a joint statement on the move.
The luxury automaker has expressed particular interest in unique digital art, with the possibility of having them in the form of NFTs, to deliver new product lines and in-car experiences building on its latest display systems multimedia. The vehicles could eventually transform into “personalized immersive art spaces enriched with light and sound”.
“We use digital art to create desire in the car and beyond. Integrating it into the UI/UX is a future opportunity to differentiate the Mercedes-Benz luxury experience through the joy of the unexpected” said Gorden Wagener, Design Director of Mercedes-Benz Group AG.
Vice President of Communications and Marketing Bettina Fetzer described the automaker’s use of Aura-based solutions as “[setting] a standard for the automotive industry” as Mercedes-Benz expands into “a whole new dimension of digital luxury”, along with other members.
Luxury rivals LVMH Moet Hennessy Louis Vuitton, Compagnie Financière Richemont and Prada joined forces to create the Aura Blockchain Consortium in April 2021, with the aim of promoting the use of a single blockchain solution open to all brands of around the world to help consumers trace the provenance and authenticity of luxury products. They were joined last October by the Italian group OTB.
Pursuing the idea of solutions “for luxury brands by luxury brands” as part of a long-term strategy towards the metaverse, the consortium continues to develop its technical roadmap to include various NFT solutions.