Lancia, the Italian car manufacturer known for its elegance, style, and technical innovations, is boldly moving into the Metaverse, the virtual world where people can interact, create and explore. Lancia will participate in Metaverse Fashion Week 2023, the global virtual event dedicated to the world of Fashion held from 28 to March 31st next year.
Metaverse Fashion Week 2023 is expected to attract millions of users who will create their avatars and visit the Luxury Fashion District, the central event area, where they will find exclusive brands, shows and experiences. Lancia will be the Official Car Brand at Metaverse Fashion Week 2023, showcasing its heritage and vision for the future.
Lancia will have a dedicated area within the Luxury Fashion District, inspired by its showroom in Milan, which inaugurated the brand's new Corporate Identity. The new logo, the new lettering and the feeling of home are some elements that reflect Lancia's latest renaissance. This project aims to elevate 116 years of grace and style to a new, more contemporary, ethereal, and essential dimension.
In the virtual showroom, visitors will find two cars: a Lancia Ypsilon, the fashion city car that fascinates customers attentive to style, elegance, and technology, and a new Lancia Concept car, which will remain shrouded in mystery awaiting the presentation event on April 15th. The Concept car will embody Lancia's new design philosophy: Pu+Ra Design. This is the perfect combination of two words: Pure, representing elegance and essentiality, and Radical, representing the power, precision and decisive style that has always been rooted in the brand's identity.
Lancia's debut in the Metaverse is not only a marketing strategy but also a way to connect with its customers and fans in a more immersive and interactive way. Lancia believes that beauty will drive the world, which is why it wants to offer an experience beyond driving a car. By entering the Metaverse, Lancia invites people to discover its history, values and vision for the future.
Lancia is familiar with innovation. Since its foundation in 1906 by Vincenzo Lancia and Claudio Fogolin, it has introduced cars with numerous innovations, such as:
- The unibody chassis of the 1922 Lambda
- The five-speed gearbox introduced in the 1948 Ardea
- The first European production car to feature a complete electrical system as standard equipment: The Theta of 1913
- The first V6 engine in mass production: The Aurelia of 1950
- The first car with independent suspension on all four wheels: The Lancia Flaminia of 1957
- The first car with monocoque construction: The Fulvia of 1963
Lancia is also renowned for its strong rallying heritage. It holds more Manufacturers' Championships than any other brand in World Rally Championship history. Some of its iconic rally cars include:
- The Lancia Stratos HF (1974–1981), which won three consecutive titles from 1974 to 1976
- The Lancia Rally 037 (1982–1986), which was the last rear-wheel drive car to win a title in 1983
- The Lancia Delta S4 (1985–1986), which featured a supercharged and turbocharged engine
- The Lancia Delta HF Integrale (1987–1992), which won six consecutive titles from 1987 to 1992
Lancia's entry into the Metaverse is another step in its evolution as a brand that combines tradition and innovation. By participating in Metaverse Fashion Week 2023, Lancia hopes to reach new audiences and inspire them with its beauty and elegance.
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