Porsche China launches its first series of digital collectibles: "911-Dreamer"
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Porsche China launches its first series of digital collectibles: "911-Dreamer"
On January 13, Porsche held the official launch event for its "911-Dreamer" inaugural digital collectible in Shanghai.
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Porsche China Launches Its First Digital Collectibles Series: "911-Dreamer"
On January 13, Porsche held the official launch event for its “911-Dreamer” inaugural digital collectibles in Shanghai, unveiling its first-ever series of digital collectibles customized specifically for Chinese users. Through this event, Porsche shared its visionary journey into the virtual world, engaged in in-depth discussions with artists and seasoned Web 3.0 practitioners on digital art, and announced a significant step forward into the Web 3.0 era. The “911-Dreamer” digital collectibles will be publicly released in limited quantities on January 23, with only 996 units available.
Guided by its pioneering spirit, Porsche maintains a keen sensitivity toward innovative industries and evolving consumer trends, actively opening new frontiers for growth. As its audience becomes increasingly younger, Porsche has embarked on an exploration of the virtual realm to better meet the digital needs and preferences of Generation Z. As early as August 2021, the brand entered the digital collectibles market by auctioning exclusive design sketches as non-fungible token (NFT) artworks. In September of the same year, Porsche hosted its first creative event, “Porsche Art Salon,” in Chengdu, delving into the impact and value of digital collectibles within corporate and artistic contexts. Concurrently, Porsche invested in Wanxiang Culture, a virtual human technology service provider. By the end of 2022, Porsche launched its first cloud-based entertainment park—“Porsche Dream City”—aimed at creating interactive digital experiences for the modern age. Now, Porsche China’s journey into the virtual world enters a new chapter: the official launch of its first digital collectibles marks its formal entry into Web 3.0.
Porsche China is committed to becoming an innovation engine for the brand’s global exploration of the virtual world. Since investing in Wanxiang Culture in 2021, we have continuously dedicated significant talent and resources to the virtual and digital space. With the launch of Porsche China’s first digital collectibles project, our Web 3.0 journey has officially begun. We look forward to seeing more exciting activities that blend the virtual and real worlds within the Porsche China Web 3.0 community, bringing our understanding of modern luxury and unique brand identity into the digital realm. — Michael Kirsch, President and CEO of Porsche China
Mr. Michael Kirsch, President and CEO of Porsche China
Sharing the brand's journey into the virtual world
The Dream Vehicle Driving into the Virtual World
The newly launched “911-Dreamer” digital collectibles series is based on Porsche’s iconic 911 model, custom-designed for Chinese users, aiming to co-create a dream vehicle in the virtual world alongside brand enthusiasts and deliver refreshingly unique experiences. A total of 996 collectibles will be issued, commemorating the 996—the first generation of the Porsche 911 introduced to China and the fifth-generation 911 model.
Ms. Nianyi Zeng, Head of Innovation Office, Porsche China
Introducing the "911-Dreamer" digital collectibles series
The dream journey begins with a white Porsche 911 digital collectible waiting in a virtual garage. After acquiring a white “911-Dreamer” digital collectible, collectors can use it as a blank canvas and choose their favorite theme from six distinct options to personalize their dream car, ultimately obtaining a uniquely skinned 911 digital collectible. The six themes—"Dream," "Eternal," "Exclusive," "Ultimate," "Adventure," and "Pioneer"—reflect Porsche’s consistent product philosophy while embodying the distinctive personalities of Porsche owners and fans. Among them, the “Dream” theme aligns with the core concept of the “911-Dreamer” series and will be released as a rare skin limited to just 96 pieces. Each of the other five theme skins will be issued 180 times, totaling 996 skins overall. Once a collector selects a desired skin, the original white 911 digital collectible will be permanently burned on the blockchain, and a colored version featuring the selected skin will be minted to the same blockchain address. Through this mechanism, Porsche aims to convey that every dream journey is unique—each choice represents different experiences and stories. Every dream deserves respect; every dream is vibrant and colorful.
Building Porsche China’s Web 3.0 Community
Beyond their artistic and collectible value, these digital assets carry deeper significance—by leveraging digital collectibles as a medium, Porsche China seeks to connect the brand, owners, and enthusiasts within the virtual world, building a sustainably operated, user-driven Web 3.0 community that expands experiential possibilities beyond the constraints of the physical world.
Liu Xiuyi (Modern Media Group Art Director), Xie Mingxuan (Cyber Architect), Guo Cheng (Artist), Zhou Jiangshan (Artist) discuss art in the virtual world (from left to right)
Behind each “911-Dreamer” blockchain ID lies a resident of the Porsche China Web 3.0 community. Each resident will be invited to co-create a dream space bridging the virtual and real worlds with Porsche China, participate in diverse community events, enjoy progressively enhanced privileges, and even collaborate with the Porsche China Innovation Office on developing new products and services.
"911-Dreamer" themed art exhibition
To support this initiative, Porsche China established a dedicated Web 3.0 and digital collectibles task force at the beginning of 2022, led by the Innovation Office under the Strategy and Development Department, integrating various business units to deeply explore cutting-edge digital trends and innovate user-centric applications from a brand perspective.
Extending Sustainability into the Digital World
While blockchain-based digital collectibles play a vital role in connecting the physical and virtual worlds, the high energy consumption associated with blockchain technology remains an urgent environmental challenge. Therefore, Porsche extends its commitment to sustainability into the digital realm: achieving net carbon neutrality is one of the key goals of the “911-Dreamer” digital collectibles project.
Ms. Fengliang Tang, Vice President of Communications and Public Relations, Porsche China delivers a speech
For this digital collectibles release, Porsche China will offset the carbon emissions generated during the minting process by funding environmental projects. Additionally, the brand plans to establish a “Dream Forest” in Minqin County, Gansu Province, in spring 2023, collectively owned by members of the Porsche China Web 3.0 community. Each “911-Dreamer” collector will receive a sapling within this forest along with a digital tree-planting certificate. These certificates will be minted as digital collectibles and airdropped directly into each collector’s account.
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