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Byredo, Nike taking real-world scents online

Web 3.0 collaborations have started going in an interesting direction. A unique partnership has formed between metaverse creators RTFKT Studios, owned by Nike, and luxury fragrance brand Byredo. Together, they’re making virtual ‘auras’ for the metaverse, with matching real-world fragrances for everyday wear.  The ‘phygital’ experience, dubbed AlphaMeta, aims to define the perfume of the future in Web 3.0. What that smells like virtually is not so much a scent, rather it is interpr