Strategy
Creative Direction
Web
2022
Creative Direction
Web
2022
Farfetch into Metaverse
Rethinking the future of e-commerce
Working with
Open Innovation - Engineers and Product, Creative Tech, Growth, UX, External Partners from PR, Creative Agency to The Artist
Open Innovation - Engineers and Product, Creative Tech, Growth, UX, External Partners from PR, Creative Agency to The Artist
Farfetch Unfused was conceived to support Farfetch’s ambition to become a leading luxury platform in the metaverse — expanding beyond transactional commerce into a culturally driven, community-led ecosystem.
Unfused introduced a new marketplace where fashion expression could exist across both physical and digital environments, offering access to metaverse-native brands, virtual identities, and next-generation fashion. The platform was designed to bridge commerce, identity, and participation within the Farfetch VIP ecosystem.
Unfused introduced a new marketplace where fashion expression could exist across both physical and digital environments, offering access to metaverse-native brands, virtual identities, and next-generation fashion. The platform was designed to bridge commerce, identity, and participation within the Farfetch VIP ecosystem.
The Challenge
Define the next growth market for Farfetch: Be the platform for luxury in the metaverse
The Approach
I began by questioning why Farfetch should enter Web3 at all, using cross-functional workshops and utilising existing insights from our customers combined with small scale research to move beyond hype and align stakeholders around audience, value, and brand fit.
Once we defined the target space, at the intersection of fashion, gaming, and crypto, we synthesised internal data, desk research, and expert interviews to understand Gen-Z, gaming, and crypto-native behaviours so we can developed a clear and actionable Web3 strategy that positioned Farfetch as the platform of all luxury fashion where its digital or physical.
Once we defined the target space, at the intersection of fashion, gaming, and crypto, we synthesised internal data, desk research, and expert interviews to understand Gen-Z, gaming, and crypto-native behaviours so we can developed a clear and actionable Web3 strategy that positioned Farfetch as the platform of all luxury fashion where its digital or physical.
The Output
- Brand & creative direction
→ Unfused identity + positioning - Go-to-market
→ Twitter soft launch
→ Beauty x gaming creator campaign - Product & platform thinking
→ Microsite concept + roadmap - Future systems
→ NFT membership / loyalty
→ Avatar evolution
Farfetch Unfused Microsite
Branding Working with an External Branding Agency BB
We are evolving Farfetch Identity with a new principle of Web3
The Internet is controlled by many. An initial FUSION of information and is then UNFUSED by users through navigation, editing and interpretation.
FUSE is evolving and growing into UNFUSED. The growth starts with the FUSE. The FUSE is the DNA and roots
of the UNFUSED.
The Internet is controlled by many. An initial FUSION of information and is then UNFUSED by users through navigation, editing and interpretation.
FUSE is evolving and growing into UNFUSED. The growth starts with the FUSE. The FUSE is the DNA and roots
of the UNFUSED.
NFT strategy: Avatar as an evolving digital identity
Rather than treating NFTs as static assets or points-based rewards, we positioned the avatar as a living digital identity.
As users shopped, participated, and engaged with Farfetch initiatives, their avatar evolved — unlocking access to special collaborations, limited digital items, and exclusive experiences. In this way, the avatar functioned as both identity and key: a personal presence that granted entry into communities and metaverse environments.
Inspired by how players embody characters in platforms like Roblox and Minecraft, this reframed loyalty as lived digital presence — blending commerce, culture, and community rather than tracking abstract points.
As users shopped, participated, and engaged with Farfetch initiatives, their avatar evolved — unlocking access to special collaborations, limited digital items, and exclusive experiences. In this way, the avatar functioned as both identity and key: a personal presence that granted entry into communities and metaverse environments.
Inspired by how players embody characters in platforms like Roblox and Minecraft, this reframed loyalty as lived digital presence — blending commerce, culture, and community rather than tracking abstract points.
NFT Creative Direction