Imagine this: you are on Mars. (You own a home there in this scenario.) The sun is setting on this otherworldly red planet, the sky casting incredible shades of brilliance in your eyes, blinding rays deflecting the glare of your rare Lamborghini. You’re sailing, DJ Steve Aoki tunes in to the atmosphere at 95% carbon dioxide and 0.1% oxygen. Everything exudes glamour. You are in the future.
Wait, a reality check: You’re actually in your boring, earthy living room, it’s still year three of the pandemic, and you’re wearing headphones or, better yet, a huge pair of VR goggles. It looks awkward; has no importance. Your escape is through a Lamborghini NFT.
This house on Mars is what Aoki refers to when describing his new project, a Web3 collaboration with automaker, digital artist Krista Kim (from Original Mars House) and the marketing agency INVNT Group. Today they unveil the “world’s first NFT ever to be auctioned with a physical super sports car” – the latest ever made in the Coupe series of Lamborghini’s revered Hollywood Aventadors, which look like silver bullets on wheels except they’re usually red, blue or yellow. When sold at RM Sotheby’s (the fine art broker’s classic car dealership), it will come with a custom NFT, tied to artwork by Kim and a soundtrack composed by Aoki. (A line in a media kit suggests the package could cost upwards of €5 million.)
“Lamborghini and the NFT community go very well together, as we share many values,” says Stephan Winkelmann, Managing Director of Lamborghini, which was founded in 1963. “We are both young innovators, looking for projects surprises and technological solutions. . This project is very special for us because it is a real first, a path that no one has ever taken.
(The NFT also comes with a digital replica of the Lamborghini as a GLB file, which can be used as a skin in any metaverse, plus real world perks including online dating with Aoki and Kim, a visit of the Museo Lamborghini, and previews of Lamborghini models not yet released.)
The mere presence of NFTs in major auction houses is nothing new, far from it, in fact. In 2021, Sotheby’s sold at least $65 million in NFTs, and Christie’s sold nearly $150 million, including a record $70 million jpeg credited with starting all the craze. Mercedes-Benz and Porsche have both partnered with artists for NFTs, and Alfa Romeo claims to use blockchain to store car maintenance data. Even Lamborghini launched its first token in February, called “Space Time Memory” and paired with International Space Station carbon fibers from the company’s work with NASA.
But if you love supercars, this time get ready for a transcendental experience. As Aoki says fast business, he meditated for two hours before even picking up the pen to write the music for the upcoming NFT. “When you think of Lamborghini, you think of power, engine, speed, technological innovation,” he says.
Aoki gathered these mechanical sounds, then chilled them into a meditative soundscape, a cue he pulled from the vibrations of Kim’s art. Both helped design the look of the car in the NFT realm, inside out, down to its colors and details. “I want you to be at peace,” Aoki says, “but I also want you to feel powerful, like a force to be reckoned with.”
If Aoki is involved, the NFT community might tell you that’s a smart bet. Crypto leader Aoki invested ahead of the curve, investing half a million dollars in Bitcoin and Ethereum in 2018 when Bitcoin was only $10,000 or $11,000 per token and Ethereum was just $10,000 or $11,000 a token $400 to $450. While crypto enthusiasts will remember that Bitcoin fell from that price and stayed low for years after the crypto winter, Aoki might be America’s most famous HODLer: “I’m not selling,” he says .
And he’s not waiting to buy the dip. A true believer, he invested himself Continued when the pandemic boom hit. (Do the math, and he’s now somewhere between 4.5x and 8x his money.) NFTs were a natural next venture, culminating last year with the drop of his NFT “Hairy” which sold out. $888,888.88 on Nifty Gateway – a move that earned him more than the last decade streaming royalties, Aoki said.
Then came Lamborghini, a perfect fit as Aoki was already a fan when INVNT reached out with the project. (He has his own limited-edition Aventador roadster, purchased several years ago.) “Ever since I was a kid, I’ve always loved Lamborghinis. Having one was kind of a lofty goal — ‘aspirational IP’,” he calls it.
And he’s definitely onto something: brands with a strong hype culture and a luxury cache have done extremely well in the NFT world. Last month, Gucci unveiled clothing and jewelry collection for Bored Apes, Cool Cats, and more, which has since recorded 1,900 ETH (nearly $7 million) in trading volume. (Meanwhile, earlier this year, a unaffiliated project which borrowed the Porsche and Mutant Ape Yacht Club brand for a series of “mutant” Porsche Cup race cars, garnered a lot of excitement on social media, but fell apart after a botched rollout.)
But for Aoki, his Lambo NFT represents the ultimate, realized aspiration. Where does it go from there? Who really knows – and that’s the biggest part. “I first bought my dream car, now I’m actually helping to develop not just the latest Aventador [Coupe]but what is the next chapter [of Web3] looks like. That’s what’s most exciting: opening this new door, being an architect of the future.
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Lamborghini Aventador At Auction With Metaverse Skin, NFT TechRadar
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