Byredo has declared aspirations to enter the metaverse just days after being acquired by Puig in May. Byredo said in a statement that the fragrance brand is cooperating with RTFKT on “Alphameta,” a program aimed at “creating the aroma of the metaverse.”
The project is one of the first from a fragrance company in the space, and it is still in its early phases
A new set of tools comes with the new landscape. The term derives from the introduction of a new metaverse vocabulary that includes 26 “components” that are produced in limited numbers and may be used to customize users’ avatars. According to Byredo, they will emerge as wearable “auras.”
“I liked the concept of breaking things down into its constituent parts.” “A single scent is incapable of reflecting this virtual world,” said Ben Gorham, Byredo’s creator and creative director, in a statement. “So we established a vocabulary of ingredients that collectors may combine at whim to create something truly unique.”
Acuity, harmony, naivety, and virtue are among the elements that characterize various human emotions. It follows in the footsteps of Byredo’s makeup brand, which aimed to elicit a range of emotions through color.
Byredo will also provide 2,000 personalized perfumes depending on customer preferences. After that, the collectors will be treated to a virtual display of how Byredo creates its fragrances.
Gorham is known for his unusual collaborations, having worked with Ikea, Travis Scott, and makeup artist Isamaya Ffrench in the past. Puig, which bought a majority share in the business in May, was drawn in by the brand’s daring character.
Marc Puig, the chairman and chief executive officer of the company, issued a statement at the time in which he said that “[Byredo] completely confirms Puig’s objective of enabling people’s self expression.” The terms of the transaction were not made public. In addition to Estée Lauder and Clinique, other beauty companies such as Charlotte Tilbury and Estée Lauder have also experimented with the metaverse.