Ferragamo has partnered with Shxpir for its first-ever NFT collaboration, developing a custom sneaker hologram program that features a limited-edition capsule that will be housed in Ferragamo’s new concept store in the heart of Soho. The beloved Italian fashion brand opened its doors earlier this summer to invite visitors to immerse themselves into Ferragamo’s one-of-a-kind shopping experience.

Ferragamo and the multidisciplinary studio, DE-YAN, identified the Ferragamo Soho Concept Store as the ideal location for this step into Web3 due to Soho’s youthful spirit, as mentioned by North America CEO Daniella Vitale. “Soho’s cobblestone streets have long symbolized a distinctly youthful spirit.