Salvatore Ferragamo has inaugurated in Soho, New York, an avant-garde concept store that offers a next-generation shopping experience: an NFT installation in collaboration with the digital artist Shxpir and a sneaker customisation programme via hologram. Customers can then design their own unique version of the 6R3ENE model choosing from a wide range of colours and details and viewing the work in progress through holographic projections. This sneaker condenses the brand’s DNA: quality materials, sustainability, and Strobel construction, typical of ‘Made in Italy’ craftsmanship. The upper is made of ECONYL®, a 100% regenerated fibre made from fishing nets and other nylon scraps, with both leather and suede linings that give a second life to production leftovers. The sole is in micro rubber, while the sewing thread is made of 100% recycled, post-consumption polyester.

Ferragamo’s Concept Store in Soho