# Metaverse Pop-Up Shops Hogan is Launching a Virtual Pop-Up Store and Dropping Exclusive NFTs By Laura McQuarrie | Published 2022-03-23 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/virtual-pop-up-store References: [fashionunited.uk](https://fashionunited.uk/news/fashion/hogan-to-debut-virtual-store-and-nft-drop-at-metaverse-fashion-week/2022032362207)  Many fashion brands are participating in [Decentraland's](https://www.trendhunter.com/trends/metaverse-boutique) [Metaverse](https://www.trendhunter.com/trends/digital-coach-bag) Fashion Week, including Italian luxury brand Hogan, which is launching a [virtual pop-up store](https://www.trendhunter.com/trends/louis-vuittons-soho-popup) and its first NFT. With Exclusible, the premium NFT platform for luxury digital collectibles, Hogan is dropping the immersive Hogan Untraditional NFT Collection. This non-fungible token release celebrates the Untraditional re-edition of the brand's first-ever sneaker. At the Hogan-X afterparty, there will be a dance competition in the virtual world, where attendees can claim pre-sale non-fungible token spots and exclusive NFTs. Within Decentraland and Boson Protocol's metaverse marketplace, Hogan will be opening the doors to a virtual pop-up that shares physical products from the brand as NFTs. This activation meets the demand for global brands to have a presence in the metaverse. ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 98% | Activity: 100% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Metaverse Fashion:** Fashion brands are increasingly participating in metaverse events, opening up opportunities for using NFTs and virtual pop-up stores to present new clothes and accessories. - **Digital Collectibles:** NFTs and other digital collectibles are gaining popularity as a way for luxury brands to celebrate important milestones and offer fans exclusive items. - **Virtual Events:** Virtual experiences like Hogan-X are offering new avenues for engaging customers and fans with immersive experiences and exclusive offers. ### Where This Applies - **Fashion:** The fashion industry is actively exploring new ways of reaching customers in the metaverse and using NFTs to offer exclusive products. - **Luxury Goods:** Luxury brands are leveraging the popularity of NFTs and virtual events to offer digital collectibles and exclusive in-person experiences. - **Virtual Marketplaces:** Platforms like Decentraland and Boson Protocol are opening up new markets and opportunities for brands to expand their reach in the metaverse. ## Related on Trend Hunter - [Luxury Digital Fashion Bags](https://www.trendhunter.com/trends/digital-coach-bag.md) - [Metaverse-Launched Luxury Fashion Collections](https://www.trendhunter.com/trends/coach-spring-2024.md) - [Gamified Metaverse Stores](https://www.trendhunter.com/trends/metaverse-stores.md) - [Crypto-Luxury Fashion Pop-Ups](https://www.trendhunter.com/trends/collection-01s.md) - [Virtual Bag Metaverses](https://www.trendhunter.com/trends/charles-keith-1.md) - [Automotive Metaverse Boutiques](https://www.trendhunter.com/trends/metaverse-boutique.md) - [Metaverse Retail Games](https://www.trendhunter.com/trends/the-sneakerheadz-society.md) - [Luxe Metaverse Mansions](https://www.trendhunter.com/trends/cavalli-mansion.md) - [Lifestyle Apparel Metaverse Pop-Ups](https://www.trendhunter.com/trends/complexland.md)