Max Kantelia, founder of Zilliqa group, has outlined the group's vision for the future of Web3, explaining how Zilliqa group intends to propel luxury brands and the entertainment sector into new realms of growth and engagement.
Speaking from the sartorial studios of Huntsman on Savile Row, Max explored how Zilliqa group aims to make Web3 accessible to all.
Watch the full video interview with Zilliqa group CEO Max Kantelia.
Below are some of the key highlights from the interview.
Embracing a new generation of consumers
A central theme in Max’s discussion was the importance of timing in Web3’s evolution, driven by a shift in consumer demographics.
He highlighted the growing significance of digital assets, noting that younger generations place equal value on both physical and digital ownership. For brands, this means that the experience associated with owning luxury items, whether digital or physical, is becoming increasingly vital.
For instance, Max cited Rolls-Royce as an example of a brand that has successfully adjusted to changing consumer behaviours, with younger buyers now opting to drive their vehicles rather than be chauffeured.
This shift mirrors a broader trend in which consumers are not just seeking products but also the experiences that accompany them.
The role of the metaverse
Max is optimistic about the metaverse’s role in revolutionising consumer engagement, particularly in the luxury sector.
This blend of physical and digital experiences—what Max terms "multi-sensory experiences"—is a key feature of the future of luxury consumption.
He envisions a world where luxury brands can create immersive virtual environments where consumers can shop for digital and physical products, with digital assets providing authentication, provenance, and added value through exclusive experiences or memberships.
Overcoming industry challenges and growing interoperability
Max noted that Zilliqa group’s approach allows brands to explore Web3 technologies in a controlled, collaborative way, helping them to understand the potential of the metaverse, blockchain, and digital assets, and offering a pathway to innovation without overwhelming their core operations.
He said brands do not need to understand the technical complexities behind blockchain or the metaverse; Zilliqa group provides all the necessary tools to create seamless digital experiences.
Max also favours an open, collaborative environment where blockchains can interact seamlessly. This is exemplified by Zilliqa’s partnership with EMURGO to grow interoperability with the Cardano ecosystem.
The road ahead
Looking to the future, Max believes that while the adoption of Web3 technology by mainstream brands may take a few more years, it is inevitable.
He envisions a world where consumers, especially younger generations, will seamlessly integrate Web3 tools into their everyday lives without even realising it, much like the mobile internet today.
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