While many brands are satisfied with using AR to enable customers to visualize merchandise for their homes, others are seeking further ways to create mixed realities (MR) that blur the physical and digital divides

Aspirational goals for the NFT aside, the desire for exclusivity has not waned. Rather, it’s just being redefined. Instead of seeing NFTs as a commodity, smart brands recognize them as unique tools. To survive these changing values, brands must recast their products not solely as physical goods, but as covetable experiences.

Traditionally, our society recognizes status through the purchase and display of physical goods. But as time, self-care, and wellness become the new aspirational goals, how can luxury retailers offer phygital experiences to Gen Z consumers?