Selfridges is paving the way to bring NFTs to the general public through its launch of over-the-counter NFTs, which unites work from Victor Vasarely and Paco Rabanne. With social capital, community, and long-term value spurring NFT sales, brands are harnessing NFTs to boost the retail experience.

By tying NFTs to physical products, Clinique is hoping to reward loyal customers and entice new ones by allowing them to use their content as a way to be part of the metaverse. With the digital economy growing ever-faster, making NFTs accessible to the average consumer is a wise move.

Non-fungible tokens offer a way for people to digitally own everything from a tweet to a GIF of an NBA play via blockchain technology. How might they forge meaningful connections between fans and their idols? And how can brands sustain engagement with the tech beyond the initial hype?

Bored Ape Yacht Club was launched in April 2021 with the distribution of 10,000 unique NFTs. This collection of digital apes, living on the Ethereum blockchain, has since become a highly exclusive and aspirational decentralized community. What does its success tell us about brand identity?