Hong Kong-based software company and venture capital firm Animoca Brands announced plans on Thursday for a new members-only club, Club 3, in Los Angeles, in collaboration with the Planet Hollywood Group’s joint venture, Meta Hollywood. The new NFT club aims to bridge the gap between real-world and virtual memberships and repeat the success of exclusive clubs in the crypto industry, such as Bored Ape Yacht Club launched by Yuga Labs in April 2021. Club 3 will consist of a restaurant, bars, cocktail lounge, meeting rooms, and karaoke rooms for both in-person and virtual events, and will open on Sunset Boulevard later this year.
The center of the venture is ClubID, a new identity, membership, and commerce platform powering Meta Hollywood’s communities, which will launch in beta in 2023. Club 3’s membership perks will be based on the membership type and will include access to amenities, such as a closed community chat where members can meet others virtually. Minting a Club 3 NFT will give collectors their membership in the group over four tiers of membership: Founding, Social, Global, and Corporate Memberships. The group says that Club 3 will integrate Web3 mechanics, including community voting on seasonal menus, perks, and promotions, similar to a DAO.
Meta Hollywood intends to expand globally with Club 3 locations in New York, Miami, Tokyo, London, Paris, and Hong Kong if the venture is successful. Animoca Brands, launched in 2014, acquired Eden Games, Darewise Entertainment, and Grease Monkey Games last year and Pixowl, the creators of The Sandbox, in 2018.