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| Photo source: lesechos.fr |
The general public event called "DRP" invests from June 23 to 25 the ephemeral Grand Palais in Paris, opposite the Military School. A first edition in real life (IRL) and in the metaverse, orchestrated by the team of the trade show organizer WSN Développement (Who's Next, Première Classe, etc.) which aims to attract young people who are passionate about fashion, gaming, basketball, of skateboards, sneakers and web3. Against the backdrop, the "drop culture" (drops are collections in a limited number of pieces to guarantee rarity, editor's note) which, according to the organizers, has imposed itself in Genz.
The new meeting will take place in the heart of Paris, in the midst of Men's Fashion Week (from June 21 to 26), two days before a Chanel event which will take over the premises.
And to continue: "The idea is to offer a moment between the festival, the event and the shop. And doing it in the middle of Fashion Week was important. Because this generation, very sensitive to fashion, hears about fashion shows, shows... but does not have access to them. So we want to give them access and a place (...). To do this, we have entered into relations with actors who are referents and federate the communities around them."
It's hard to talk about "drop" without associating it with the world of sneakers. One of the drivers of the event will be the return of the show dedicated to Sneakerness collectors, after nearly three years of absence in Paris. It will occupy an entire area of the ephemeral Grand Palace.
On its own, it should attract sneakerheads (sneaker fans) from all over Europe. Gaming and web3 will also be there with the presence of several e-sport teams, which will offer special products for the occasion. Three games are to be unveiled during the event. Players from the world of NFTs and the metaverse will not be outdone with, for example, the arrival of the DressX virtual fashion e-shop team.
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To validate the "GenZ" seal, the DRP event will host a space dedicated to skateboarding with the Cosanostra association and a 3X3 basketball court, while the Ile-de-France football club Red Star will present its new jersey with Vice.
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WSN Development obliges, fashion will also be there. It will be at the center of the Grand Palais with the presence of 70 brands, young streetwear players such as Daömey or Wasted Paris, and DNVB (digital native vertical brands) which will offer products specially designed for the occasion.
For this first season, it will mainly be independent brands from Paris and its region that will be present but, for the next editions, the organizers intend to attract more established labels.
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"This year, many brands did not have the opportunity to play the game of exclusivities. But we already have exchanges with brands that can come and 'drop' products or create an experience. It's a natural evolution. Brands think B2B and B2C. We have to provide them with these platforms to enable them to get in touch with this audience of prescribers. One of the leitmotifs of the founders of Who's Next was to give space to bring out the street -culture. DRP is part of this continuity."
Dropville, the counterpart of the event in the metaverse
The singularity of the event is to also be located in the metaverse. Dropville was created as an online counterpart to the rendezvous but is to live year-round. The 2D universe allows visitors to meet and participate in egg hunts that give access to product "drops". The brands present in physical on DRP will also be online and will give the community the opportunity to win products in the metaverse.
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"It's a city that you can tour in ten minutes, explains Boris Vey, in charge of partnerships at WSN Development. There you will find the Red Star stadium, a nightclub, a museum in which exhibitions will follow one another. There will be games, egg hunts... it's 'gamification'. With the NFTs, there will be the possibility of having access to physical events, including a hundred tickets for Sneakerness."
With DRP, which combines physical and digital, WSN Development intends to offer brands an interface to interact with the communities it intends to bring together.
The event will be accessible from 15 euros per day, with a "priority pass" at 50 euros for those wishing to have the scoop on June 23 in the morning. Some 15,000 visitors are expected by the organizer.
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