Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

The desire for more immersive virtual content is matched by hesitation around the metaverse and the tech companies driving it. Nike’s acquisition of RTFKT signifies a more mainstream shift towards the virtual world, offering new audiences access to innovative online experiences.

Bored Ape Yacht Club was launched in April 2021 with the distribution of 10,000 unique NFTs. This collection of digital apes, living on the Ethereum blockchain, has since become a highly exclusive and aspirational decentralized community. What does its success tell us about brand identity?

Selfridges is paving the way to bring NFTs to the general public through its launch of over-the-counter NFTs, which unites work from Victor Vasarely and Paco Rabanne. With social capital, community, and long-term value spurring NFT sales, brands are harnessing NFTs to boost the retail experience.

From sci-fi-inspired touch screens to the rise of algorithmic art, artistic thought plays a greater role in creating the future than might first be apparent. Canvas8 spoke to cultural researcher and author Alex Quicho about the role creative discipline plays within pop culture and innovation.