McLaren Automotive has officially revealed the “first chapter” of its ambitious metaverse strategy.

Following the British luxury supercar maker’s March announcement that it would be partnering with Infinite Worlds, McLaren Automotive has now announced the launch of MSO LAB, an exclusive new digital community from McLaren’s in-house bespoke division, McLaren Special Operations (MSO).

According to the press release, MSO LAB will be home to exclusive, limited-edition McLaren NFTs, with the first limited edition drop to launch “soon.” With its launch, MSO LAB aims to provide its community with direct access to McLaren Automotive and its MSO teams, “harnessing new, innovative ways to push the boundaries of access, ownership, and experience.”

“I am delighted to be able to finally pull the covers off the MSO LAB digital community which we have created as a new way to interact with customers and fans in the Web3 universe. McLaren Special Operations is McLaren Automotive’s in-house bespoke division so it is entirely fitting that MSO LAB will be our home where we collaborate in the metaverse and push the limits of possibility and design unencumbered by physical constraints,” said Gareth Dunsmore, Chief Marketing Officer for McLaren Automotive in the press release.

Early members of the MSO LAB community, according to the company, will receive an unseen digital sketch from the McLaren design team, a behind-the-scenes virtual tour of McLaren Technology Centre, and the chance to attend IRL McLaren Automotive events. 

Dunsmore also revealed an invite-only Genesis NFT collection from MSO LAB that has never been seen publicly. “We will soon unveil our first Genesis Collection from MSO LAB drop which will be an invite-only, ultra-limited randomized mint set to feature one of the most storied cars in our history,” he said.

Back in March, McLaren announced its partnership with metaverse infrastructure platform InfiniteWorld, to create and mint NFTs of its luxury supercars, which would also grant exclusive experiences to McLaren Automotive owners. 

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