EXIT Festival and SolSea are joining forces in a unique collaboration where SolSea will create merchandise and non-fungible tokens (NFTs) that highlight the branding of Coca-Cola Serbia. This partnership aims to provide festival attendees with the exclusive chance to purchase NFTs and merchandise during the festival, which runs from July 6 to 9, 2023.

The collaboration between EXIT Festival, Coca-Cola Serbia, and SolSea is an innovative blend of physical and digital elements. The partnership will feature tangible hoodies, a unique NFT collection on the SolSea marketplace on Solana, and the festival's atmosphere, with the "Magic Mirror" activation being the centerpiece of the release.

The interactive feature will be available in the Coca-Cola Serbia zone at the EXIT Festival. Festival attendees can use their mobile devices to scan a QR code and take a photo of themselves using the Magic Mirror, according to an announcement by ALLA.ART.

The offer includes 100 specially designed hoodies exclusively for VIP members, each paired with an NFT. The offer also extends to short-sleeved and sleeveless shirts, but it is unclear whether these items will be associated with NFTs.

While this offer is currently only available to Coca-Cola's Serbian division, the company has previously been involved in several NFT-related initiatives. In July 2021, Coca-Cola auctioned off four charity NFTs on Ethereum for International Friendship Day, which were available on OpenSea, an NFT marketplace. In 2022, Coca-Cola released another set of charity NFTs on Polygon to celebrate the same occasion.

However, it's important to note that this collaboration is being announced at a time when blue-chip NFTs are struggling to maintain their market share. Just a few days ago, floor prices for BAYC NFTs saw a 90% decrease, and Justin Bieber's own NFT dropped by nearly a million dollars, believed to be triggered by criticism of Azuki NFTs, which were said to be strikingly similar to their previous collection.

Despite the current struggles of these two popular NFT collections, it does not necessarily predict the success of the new collaboration, which introduces a physical element to a traditionally intangible asset.