Porsche is the latest automaker to enter the art non-fungible token (NFT) business. The automaker unveiled a collection of digital images featuring the 911 at Art Basel in Miami, Florida.
Porsche partnered with 3d artist Patrick Vogel and his studio ALT/SHIFT to create this design. Buyers choose a core theme for their car: Lifestyle, Performance and Legacy. By January 2023, the company plans to provide 7,500 unique NFTs. Purchases are limited to three per person. Owners can see the car in cyberspace from the rendering in Unreal Engine 5.
“The NFT artwork allowed us to bring our understanding of modern luxury and the unique positioning of the Porsche brand to the digital world,” said Detlev von Platen, member of the Porsche Sales and Marketing Executive Board.
The Basel Porsche Art presentation also includes a giant sculpture by Chris Labroy depicting a large race car driver playing with a real 911 like a toy. The installation is expected to evoke the experience of playing with tiny cars when they were little. The scene was on display at Miami’s Pérez Art Museum from November 29 to December 3.
Porsche has dabbled in NFTs before but not in the art world. The 911 GT3 RS with the Tribute to Carrera RS Package costs $314,000. Additional equipment includes an NFT program where customers receive digital badges when attending certain race tracks and official events.
Porsche saw the power of connecting with artists to use brand cars as a canvas. The partnership has the potential to expand interest in the automaker’s products to new audiences.
In 2022, Porsche is making sure the Taycan gets some extra attention by handing the cars over to the artists. Streetwear designer Sean Wotherspoon covers the body in special pastel colors named after family members. Shun Sudo painted a pop of colorful flowers on the exterior of the EV.
Online, Porsche teamed up with artist Vexx to create a custom color scheme for the Vision Gran Turismo brand. The body has a mix of cartoon characters, flowers and word balloons.