UNLOCKING THE FULL POTENTIAL OF NFTS

Phygital NFT store debuts in Dubai Mall

An innovative NFT store brings the world of digital art and NFTs to the heart of Dubai.

The ftNFT store, which blends both physical and digital consumer experiences, has made its way to Dubai Mall, an iconic shopping district located at the heart of Dubai. The opening event and store’s combination of digital and real-world immersive experiences have made an impression on a broad audience, from art collectors to NFT enthusiasts to shoppers unfamiliar with Web3. Launched by Fastex, one of the fastest-growing Web3 ecosystems, the shop was opened on March 16 as a follow-up to Fastex’s first real-world NFT store at the Mall of the Emirates, one of Dubai’s most popular malls.

Gateway to a “phygital” experience

On the heels of the first ftNFT shop’s successful launch, Fastex announced the opening of its new physical ftNFT shop in the Dubai Mall, the largest shopping mall in the world. Designed as a one-of-a-kind physical NFT shop, the cozy atmosphere of the ftNFT store transforms purchasing an NFT into a social experience in the real world for customers. The shop’s visitors are able to enjoy a guided tour across the vast library of NFTs available in the ftNFT marketplace and take home their favorite digital art piece. In-store activities such as a DJ cabin, a 3D-scanner-supported “avatar booth,” and the accompanying physical pendants of digital NFT collections all elevate the shopping experience to a direct interaction with the digital world. The ftNFT shop also helps artists easily add their NFTs to the ftNFT marketplace. For anyone who wants to create their first NFT, the in-store 3D NFT scanner provides a quick way to create a digital counterpart of any physical appearance.

DJ CABIN

3D SCANNER SPACE

A first-hand account

The grand opening attracted much attention and curiosity about the NFT space, with some guests purchasing NFTs during the event. One of them was Ahmad, who shared his excitement: “For me, it’s very interesting to be able to browse and buy NFTs through a kiosk machine. Seeing these artworks and buying them as NFTs is very fun. It is also very convenient because all I had to do was to tap my credit card to make a purchase,” he said. Meanwhile, another visitor believes that the launch of ftNFT’s physical store allows customers to purchase NFTs with a complete shopping experience. “I am not a big proponent of doing all of your shopping online. Going to the mall, in my opinion, gives a much richer experience,” he said. The visitor also praised the convenience of NFT discovery via a kiosk and the easy payment options.

Farah Merhy and Fadi Arab, partners of ftNFT, were delighted to have participated in the launch. They created several physical items for the store based on NFTs. One of them is a watch with an Arabic design that will be available for anyone who buys the NFT associated with it. “There is a story behind the watch,” Arab shared. “It is based on the story of King Solomon’s ring, which was believed to control both heaven and earth. Our team took the story as inspiration and turned it into a beautiful piece of design. We created it to honor Arabic culture and connect history with the future.” The ftNFT team is working on other collaborations with artists, influencers, businesses and producers to showcase and sell their art. Armenian painter Tigran Tsitoghdzyan, based in New York City, and who’s already sold two paintings worth over $60,000 through ftNFT, will be the next artist to participate in this type of partnership.

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