Elevating its digital luxury offering through digital art with NFTs, in-car and beyond
GENEVA — Mercedes-Benz becomes the only carmaker to join as a founding member of the Aura Blockchain Consortium of luxury brands. Other founding members include LVMH, Prada Group, Cartier, part of Richemont, and the OTB Group. Aura Blockchain Consortium’s unique collaborative concept, “by luxury brands for luxury brands,” provides Mercedes-Benz with ready-to-use, cutting-edge blockchain and NFT technology that will raise the customer experience to the next level and further enhance the digital luxury industry. Access to Aura Blockchain Consortium’s technology also enables Mercedes-Benz to explore new strategic dimensions of digital brand development, such as creating its own original digital artworks as NFTs. Digital art is set to become an important element, and one of many use cases of the company’s future, while supporting its strategic approach to merge physical and digital products.
The Aura Blockchain Consortium initiative is the realization of a common ambition shared by its international players in the luxury industry. Its goal is to raise standards in relation to innovation, transparency, and blockchain technology and increase customer trust in the sustainable practices and product sourcing of the brands involved.