Ami Mystery box
Ami Mystery Box
The project
We designed and developed the complete experience in collaboration with Doors3 for the Web3 strategy and Cohort for the platform: the purchase journey, the allocation mechanism, and, most importantly, the moment that mattered, the December 25 reveal.
For the 2023 holiday season, AMI wanted to renew its digital brand experience and reward its community’s engagement.
999 strictly identical boxes were made available for purchase on the brand’s website. Each contained an NFT granting access to AMI events, as well as a surprise whose contents would remain unknown until December 25.
No one knows what they’re buying.
That’s precisely the point.
A real surprise on December 25
The surprises included 24 iconic products from the brand—leather bags, puffer jackets, and oversized knit scarves, as well as an invitation to the AMI Fall/Winter fashion show. Participants had to wait until Christmas to discover what they had received.
On the tech side
Designed in partnership with Doors3, the AMI Mystery Box experience was built around 999 virtual boxes, each associated with an exclusive gift or experience.
The entire system was custom-developed using Cohort, an NFT management platform.
An experience combining e-commerce and Web3, designed to orchestrate payments, orders, NFTs, and reveals while preserving the mystery until Christmas Day.
- creation of 999 boxes, each represented by a transferable NFT in a wallet;
- secure gift allocation;
- development of the payment funnel;
- real-time inventory management;
- automatic transmission of orders to AMI Paris’s information system;
- a reveal mechanism allowing each participant to discover their gift.