Mango expands its digital art and metadata narrative with new stores and a virtual footprint
Mango strengthens its commitment to metadata storage and digital art. Between evolving collections, impulsive trends and strategic technology bets, the fusion of fashion signatures with virtual art begins to crystallize. NFT, or non-tradable token, marks a new layer in this fusion. At the opening of the new Fifth Avenue store in New York, Mango announced five co-creations—unique digital works in five parts inspired by Miró, Tàpies, and Barceló. The physical and virtual pieces by these artists will be displayed in the new flagship and in a separate venue, with a focus on a metadata store presence in Decentraland’s Museum District. The Mango leadership, led by founder Isak Andic, seeks to stay ahead in art collecting and digital innovation—two personal passions of the entrepreneur. The company presented a metaversion of its concept in New York that emphasizes virtual yet tangible art that aims to evolve into future commerce. Digital loyalty and brand image, especially within fashion, are central to this initiative.
Mango also rolled out new wearables, some slated for sale and others offered as gifts. These wearables take the form of virtual pins or badges that can be worn by avatars in the metaverse. A commemorative T-shirt was produced as 100 NFTs. The move signals an appeal to young, tech-savvy customers.
Jordi Álex, Mango’s director of technology, data, privacy and security, described the effort as a clear example of the company’s innovative character and strategy. He noted that future projects could bring new professionals into the development process, enabling virtual media to blend with both digital and physical media across Mango’s channel ecosystem. The aim is to discover new ways to communicate with customers and to convey the Mediterranean brand style. Álex also suggested that over the next decade, younger consumers might prefer buying clothes or wearables for the virtual world rather than the physical one, prompting Mango to form internal mechanisms and partnerships with tech companies to engage fashion customers across all fields.
A non-fungible token (NFT) is a crypto asset that can be unique and non-repeating. Blockchain technology stores the asset’s properties, documenting originality and ownership. Value and price, however, depend on supply and demand, as with any asset. Design, originality and exclusivity are linked to digital art, and Andic intends to participate in this consolidation trend. Mango’s foray into the virtual metadata warehouse marks another step in strengthening its channel and partner ecosystem, reinforcing its commitment to digital innovation and exploring new channels of customer engagement.
OpenSea, the leading online marketplace for NFTs, was founded in 2017 in New York City. It enables direct NFT sales at fixed prices or via auctions, following the Ethereum ERC-721 standard, and is valued in the billions. Decentraland is a 3D decentralized virtual reality platform with thousands of parcels of virtual land, purchasable with the MANA cryptocurrency and built on the Ethereum blockchain. Created in 2015 and publicly launched in 2020, its governance is supported by the Decentraland Foundation. These platforms illustrate the growing metadata store landscape that Mango is navigating as it expands into the metaverse.
Isak Andic has long aligned with contemporary art. His acquisitions span major Catalan artists and international talent, with Picasso, Miró, Tàpies, Barceló and Plensa among the anchors, alongside lesser-known artists such as Jorge R. Pombo or Weng Fen. The metaverse and digital art expansion are among Andic’s current ambitions. Fashion brands increasingly reflect aesthetic trends and styles in the digital domain, making this a practical convergence for Mango.
The metadata warehouse aspires to be a stronger link between customers and the times we live in. Culture is a brand value that differentiates Mango from textile brands focused primarily on price, and not just on technology. While customers may not always notice, intangible assets surround the product and the company. Mango plans to evolve its brand image through a metaverse strategy, including an NFT release this year featuring three unique artworks created with crypto artist Farkas, further deepening the topic.