McLaren Automotive has unveiled the “first chapter” of its ambitious metaverse plan.
McLaren Automotive has launched MSO LAB, an exclusive new digital community from McLaren’s in-house bespoke division, McLaren Special Operations, after the British luxury supercar maker’s March announcement of a partnership with Infinite Worlds (MSO).
According to the press release, MSO LAB will hold limited-edition McLaren NFTs, with the first drop scheduled to come “soon.” MSO LAB’s mission is to provide direct access to McLaren Automotive and its MSO teams, “by using new, imaginative techniques to push the boundaries of access, ownership, and experience.”
McLaren has always sought to push the boundaries. McLaren Automotive has taken the first steps into the metaverse with the launch of MSO LAB, a Web3 platform dedicated to researching the future of performance.
From its inception, McLaren has existed to push boundaries. Now, McLaren Automotive is taking the first steps into the metaverse with the launch of MSO LAB: a Web3 platform created to explore the future of performance. pic.twitter.com/evdfCpod08— McLaren Automotive (@McLarenAuto) April 28, 2022
“I am delighted to be able to finally pull the covers off the MSO LAB digital community which we have created as a new way to interact with customers and fans in the Web3 universe. McLaren Special Operations is McLaren Automotive’s in-house bespoke division so it is entirely fitting that MSO LAB will be our home where we collaborate in the metaverse and push the limits of possibility and design unencumbered by physical constraints,” Gareth Dunsmore, McLaren Automotive’s Chief Marketing Officer, said in a press release.
According to the company, early members of the MSO LAB community will get an unseen digital sketch from the McLaren design team, a virtual tour of the McLaren Technology Centre, and the ability to participate in IRL McLaren Automotive events.
Dunsmore also unveiled a never-before-seen Genesis NFT collection from MSO LAB. “We will soon unveil our first Genesis Collection from MSO LAB drop which will be an invite-only, ultra-limited randomized mint set to feature one of the most storied cars in our history,” he noted.
McLaren said in March that it will collaborate with metaverse infrastructure platform InfiniteWorld to design and mint NFTs of its luxury supercars, which would also provide unique experiences for McLaren Automotive customers.