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Introducing MSO LAB from McLaren Automotive; fusing art and science to create an exclusive new digital community
28 Apr 2022
  • Introducing MSO LAB, the first chapter in McLaren Automotive’s ambitious metaverse strategy bringing a new digital community from McLaren’s in-house bespoke division, McLaren Special Operations (MSO)
  • Membership of MSO LAB provides access to rare NFT (Non-Fungible Token) drops and opportunity to unlock unique member experiences, opportunities, and utilities
  • MSO LAB membership window opens ahead of soon to drop ultra-limited-edition first genesis NFT collection set to feature iconic McLaren
  • Further details, pricing, and utility to be announced shortly
  • Supported by the new McLaren marketplace through recently announced partnership with InfiniteWorld, McLaren Automotive’s metaverse partner
British luxury supercar maker McLaren Automotive has today announced the launch of MSO LAB from McLaren, introducing an exclusive new digital community which marks the next chapter in the company’s metaverse strategy.
McLaren relentlessly pushes the boundaries of engineering and design and its in-house bespoke division, McLaren Special Operations (MSO), is an atelier home to designers and engineers who push the boundaries of possibility and breathe life into customers’ dream McLarens.
MSO LAB now takes that into the digital Web3 space to create a like-minded community and the ability to further push the limits of performance, possibility and design unencumbered by the constraints of physics or thermodynamics.
Working with McLaren’s design team, MSO LAB will be home to exclusive, limited-edition McLaren NFTs, the first limited edition drop of which is set to launch soon.
Becoming a member of the MSO LAB community, for which McLaren customers will be prioritized, means exclusive access to unique utilities and benefits.
Membership of the MSO LAB community will unlock access to member-only channels and interaction with McLaren Automotive and MSO teams, early intel, and guaranteed access to future drops as well as exclusive rewards – all early members of the MSO LAB community 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 McLaren Automotive events.
The utility will evolve as McLaren continues to engage with the MSO LAB community and to explore with them the possibilities of the Web3 era, harnessing new and innovative ways to push the boundaries of access, ownership, and experience.
The first MSO LAB drop, Genesis Collection, an invite-only ultra-limited randomized mint will arrive soon, featuring one of the most storied cars in McLaren’s history with pricing and further details set to be released in the next couple of weeks.
All McLaren NFTs will be available on the McLaren marketplace, supported by InfiniteWorld as McLaren Automotive’s recently announced metaverse partner.
“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.
“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.”

Gareth Dunsmore, Chief Marketing Officer, McLaren Automotive
 

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This sounds sad. NFTs Sweet Jesus.

Ok, let me try to make an actual useful case. So SCG lets you see how car development works in a private WhatsApp channel. Anything Jim Glickenhaus doesnt want to be shared outside the channel, he just relies on the honor system asking "please dont share this", and seems the nice folks that participate are honorable and honor that.

However, it's a small group so it works well that way.

So, McLaren wants to give early access to some sketches and inside development sneak peak info, but probably cannot trust the honor system. So what can NFT stuff also be used for? For Digital Rights Management (DRM) a kind of copy protection. So when they issue you a sneak peak, the image may be water marked in a way that even if you take a photo of it, they can tie it back to you, and shame shame. That's not a terrible use of the tech, but it seems a desperate shoehorning of a solution to a non-problem just to get a stupid NFT buzzword into the McLaren vernacular, which sounds desperate.

Then again, maybe it's something wonderful and great, and they just did a, as per usual, terrible job of marketing and explaining the value proposition.

I wish they would adopt a more inclusive community atmosphere with owners to get feedback and guidance on things important to owners. Seems there could have been 100 better ways to skin that cat, if thats what they're trying for, i.e., improved customer engagement.

Then again, I hope I'm completely wrong on this take, and whatever the hell this buzzword-business-babble-soup release describes knocks it out of the park for them.
 

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The only way that would work is if every DMV agreed that ownership could be represented on the blockchain. Chances are this is a NFT for some images, maybe tied to individual cars.
So, McLaren wants to give early access to some sketches and inside development sneak peak info, but probably cannot trust the honor system. So what can NFT stuff also be used for? For Digital Rights Management (DRM) a kind of copy protection. So when they issue you a sneak peak, the image may be water marked in a way that even if you take a photo of it, they can tie it back to you, and shame shame.
They might be able to achieve this with steganography. People could still take the image and make drawings/renderings based on it though.
 

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The only way that would work is if every DMV agreed that ownership could be represented on the blockchain. Chances are this is a NFT for some images, maybe tied to individual cars.
The current state-based "system" is already completely broken and doesn't work. I watched the person I was dealing with at the tax office pull out a book that looked like a telephone directory (I think we're all old enough here to remember those...) to figure out what the rules were in Colorado. It's crying out for a secure, centralized solution.
 

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The current state-based "system" is already completely broken and doesn't work. I watched the person I was dealing with at the tax office pull out a book that looked like a telephone directory (I think we're all old enough here to remember those...) to figure out what the rules were in Colorado. It's crying out for a secure, centralized solution.
That's a problem with the byzantine patchwork of laws across 50 states, not with the lack of a centralized ledger for ownership. And again, to make a centralzied ledger work, you'd need to enact federal legislation or get all 50 states to agree on the new standard going forward, then you'd also need all 50 DMV's to update their software systems to utlize the new system. Then you'd need to update all current titles into the new blockchain, or continue to support both the old title system and new blockchain system until there are no old titles left (which could take a really long time).
 

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The only way that would work is if every DMV agreed that ownership could be represented on the blockchain. Chances are this is a NFT for some images, maybe tied to individual cars.

They might be able to achieve this with steganography. People could still take the image and make drawings/renderings based on it though.
Agree on the steganography (nothing is foolproof), disagree on the rest.

McLaren can keep their own database on that, generate some ID for a customer, stuff that on their or some public ledger. As for what these NFTs are tied to, agree, at least from what I can make sense of the press release, it seems to be tied to images and probably some disclosure documents. But who knows, I could easily be wrong. To be fair, at least this is something mildly interesting while we have little idea what it's about.
 

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McLaren could certainly keep their own ownership ledger, although I don't really see why they would do it on a public blockchain. Immutability of the blockchain doesn't really confer much benefit from McLaren's perspective, nor does decentralization. Having a public ledger could help people understand how ofter cars change hands, but it could also reduce anonymity for customers, depending on how it was implemented. If someone can figure out the identity of a buyer from one car, they could then look for all the other cars that identity has owned on the chain.
 
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