Printemps opens the first virtual department store in the metaverse — Retail Technology Innovation Hub

Printemps, a retailer focused on beauty, fashion, accessories and menswear with 20 department stores in France, invites people to visit its first-ever immersive virtual location in the Metaverse.

According to a press release: “From the comfort of your own home, you can push open the doors of the virtual department store and dive into the heart of an imaginary and fantasized Spring, where nature has reclaimed its rights and where products have been modeled in three dimensions.”

He adds, “Handbags float in a cherry blossom tree, jewelry seems to be perched on daisies, and sneakers sit in an extraordinary niche.”

“Like in a video game, you can wander around this enchanted virtual store at your leisure and shop for the best-sellers and exclusive products presented there.

Le Printemps will offer anyone purchasing a product from the immersive store the chance to participate in a draw to win NFTs created in collaboration with the artist Romain Froquet.

30 NFTs, exclusive digital works, will be offered to customers via the Arianee platform.

Possession of one also entitles the holder to receive Froquet’s original painting, displayed in the atrium of Printemps Haussmann during the campaign.


Starbucks recently officially announced Starbucks Odyssey. Launched later this year, it is the first attempt to build the cafe chain with Web3 technology.

It combines the Starbucks Rewards loyalty program with an NFT platform, allowing its customers to earn and purchase digital assets that unlock exclusive experiences and rewards.

The company previously announced the initiative to investors.

Starbucks has tapped Adam Brotman, the architect of its Mobile Order & Pay system and Starbucks app, to serve as a special advisor.

Now co-founder of Forum3, a Web3 loyalty startup, Brotman’s team worked on Starbucks Odyssey alongside the retailer’s own marketing, loyalty and technology teams.