So, you can now SMELL the metaverse?

A photo of scent pots from the metaverse
(Image credit: Byredo)

The metaverse is a strange place, and it's getting even stranger with its first perfume launch. Yes, you read that correctly; a perfume for a digital virtual world. Nike-owned RTFKT is partnering with luxury fragrance brand Byredo to release customisable digital scents, or 'auras', for Web 3 that can also be bought as physical perfumes. NFTs will facilitate the cross-over from digital to real life.

The emergence of Web 3 is shaking things up, as you can read in our What is the metaverse? guide, and NFTs have also seen a boom in the last year (our What are NFTs? piece can answer any questions on that). And now the mix of NFTs and the metaverse, which can enable the creation of rare digital assets and merge them with real-life products, is pointing to a bold new future for product design and branding.

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Ian Dean
Editor, Digital Arts & 3D

Ian Dean is Editor, Digital Arts & 3D at Creativebloq, and the former editor of many leading magazines. These titles included ImagineFX, 3D World and leading video game title Official PlayStation Magazine. In his early career he wrote for music and film magazines including Uncut and SFX. Ian launched Xbox magazine X360 and edited PlayStation World. For Creative Bloq, Ian combines his experiences to bring the latest news on AI, digital art and video game art and tech, and more to Creative Bloq, and in his spare time he doodles in Procreate, ArtRage, and Rebelle while finding time to play Xbox and PS5. He's also a keen Cricut user and laser cutter fan, and is currently crafting on Glowforge and xTools M1.