UNDW3 Factory Drop

In 2024, Atomic designed a first-of-its-kind co-creation journey for Lacoste's UNDW3 community, built to push the boundaries of digital ownership. Rather than a traditional static drop, the project offers an interactive experience in which holders shape and personalize their own Web3 assets. Interactive digital tools let community members customize exclusive designs in real time, while high-fidelity 3D elements bridge haute couture, digital identity and utility. At the crossroads of AR, Web3 and co-creation, the activation turns a simple product launch into a genuine collaboration between the house and its community. Atomic handled the design and production of the entire experience, from 3D modeling to integrating the customization flow. Result: a community of 60k active users rewarded by this immersive experience, driving 2 sell-outs of 11k NFTs in under 24 hours.