The Italian brand opens an immersive experience where it is possible to stroll through the world of Marni’s 3.0 and purchase looks from the latest collection.
Wearweare: the metaverse according to Marnie.
By 2026, one in four people will spend at least an hour a day in the metaverse, according to a study by the company. Gartner.
To anticipate this increasing public entry into virtual worlds, brands and luxury homes are doubling down on initiatives related to their implementation in Web3. Another induction? That Italian label Marni Which these days reveals an unprecedented experience called Wearconducted in collaboration with digital creativity studio Future Corp.
Available via the official website of the house, the concept is based on virtual reality. The immersive journey is divided into three acts: in the first part, the audience is invited to follow the river before descending into a kind of cave, which ultimately leads the viewer into an inverted world.
At each stage of the experiment, it is possibleInteract with digital clothes worn by avatars. These pieces, from the Spring-Summer 2022 collection, can be purchased with a click or set aside to wishlist.
© Marni
This initiative echoes the Metaverse Center of Excellence launched by Marni’s parent group, OTB Group. At the end of 2021, the entity – which also includes the Maison Margiela and Jil Sander brands – announced the creation of “Brave Virtual Xperience” (BVX) in order to allow their homes to establish themselves in the world of NFTs, games or virtual immersive experiences.
Want to learn more about the links between Luxury, NFT, and the Metaverse? See you Thursday 5 May 2022 at 6pm for the new Journal du Luxe webinar, free access. Details of speakers and recordings on the designated page.
