Antonym is the NFT project redefining the “phygital” space
Right now, it goes without saying that web3 is the future, whether we like it or not.
Over the past few months, we’ve seen NFTs spread into the mainstream, with many more people buying digital art and various cryptocurrencies, and joining communities across the internet.
But who goes further than simple digital works of art? Well, meet the team behind Antonym, who define what it means to be “Phygital”.
When I talk to the guys behind the brand, it’s clear they’ve been in this business for a while. With lots of experience in the cryptocurrency space, they all saw NFTs start to gain traction, and immediately understood that the space needed a cool community that spoke to people outside of it. space, not just to those who were already there.
“We saw a need for really high-end products and how that could bring a new audience into NFTs and with the authenticity that NFTs bring to those products, and how that allows us to create a product,” explains the team.
When building and launching Antonym, they knew they had to do it right. “Traditional fashion brands are a little hesitant to jump into the NFT space with both feet because there are so many new things, [and] there are so many things that are not understood,” the team explains. “We’ve seen backlash when big companies enter the space, both on the traditional web2 side and on the web3 side we’ve seen both audiences reject some of those earlier entries into the space that weren’t all quite correctly done.”
And he’s right, there are still a lot of questions around the space, as well as the authenticity behind brands taking the leap and creating a digital product. But with Antonym, the project has managed to grab the attention of those sitting on the sidelines.
If you’ve ever bought a designer toy – a BEARBRICK, a SuperPlastic Janky, a KAWS figure – you’ll be captivated by the Antonym project, whether you’re a web3 native or not.
The figurine that the brand has built exists both in the physical world, as an actual figurine that you can see, touch and play with, as well as in NFT format on the blockchain. It’s the perfect bridge between two worlds, and the perfect product to build a community around.
“We started from scratch, we didn’t spend a penny on marketing,” the team points out. “In three months, we’ve grown to almost 250,000 Twitter followers, which for an NFT project is almost unprecedented growth.”
“We wanted to build a project with a significant lead that we had a real business to build. [from] because businesses generate value and that’s what matters to people. Some people care about high fashion. Some people care about return on investment. Some people care about art, but whatever your value, we wanted to find a way to benefit our home community.
What Antonym does well is that they haven’t left the real world behind, quite the contrary. Just because we’re doing all of this talking about the Metaverse and NFTs, cryptocurrency and blockchain doesn’t mean we’re ready to leave the physical world behind just yet.
After launching the hugely successful Genesis Project, Antonym is now rolling out the physical models for digital art.
“We want to get these out to people because we know that once they get their hands on this whole concept, the concept of ‘phygital’ becomes so real.” There are real ways to connect to the blockchain, with some of that connected technology and all that other cool stuff.
“We’re really looking forward to working with and identifying more up-and-coming talent and giving them a platform to showcase their work through Antonym.”
Antonym is just getting started, and it’s clear that as a project it will continue to infiltrate industries, including fashion and design, with plenty of collaborations and partnerships pending.
“There are so many cool things that we wouldn’t be at Liberty disclosing right now that are so exciting for us. Once they’re closed and ready, there will be amazing accelerators to this vision and how fast we can execute some of these collaborations, and things like that.”
If you want to stay up to date with all things Antonym, the Discord community is the best place for all the news, along with Twitter and Instagram.