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Placemaking in the Metaverse
Virtually Exclusive: Token-Gating & Tiered Perspectives
Beyond Gaming: Proprietary Spaces for Meta-Commerce
Manning the Metaverse: In-Experience Service
Reality-Hopping: Real-World Metaverse Overlaps
New Meta-Languages: The Sensational Multisensory
How to create successful, heavily trafficked destinations without the legacy of real-world locations, in a landscape spinning at the speed of pop culture? Astute brands are cultivating community, belonging and repeat visits via permanent but ever-evolving spaces (think flagship-meets-festival), including offering collaborators virtual tenancies. Non-fungible-token-led (NFT) notification tools flagging new ‘happenings’ and inclusive spaces are also key.
How to create successful, heavily trafficked destinations without the legacy of real-world locations, in a landscape spinning at the speed of pop culture? Astute brands are cultivating community, belonging and repeat visits via permanent but ever-evolving spaces (think flagship-meets-festival), including offering collaborators virtual tenancies. Non-fungible-token-led (NFT) notification tools flagging new ‘happenings’ and inclusive spaces are also key.
Summary
Placemaking in the Metaverse | How to create successful, heavily trafficked destinations without the legacy of real-world locations, in a landscape spinning at the speed of pop culture? Astute brands are cultivating community, belonging and repeat visits via permanent but ever-evolving spaces (think flagship-meets-festival), including offering collaborators virtual tenancies. Non-fungible-token-led (NFT) notification tools flagging new ‘happenings’ and inclusive spaces are also key. |
Virtually Exclusive: Token-Gating & Tiered Perspectives | Tiered concepts will power placemaking – 20% of metaverse participants would buy products to access the community around them (GWI, 2021). Strategies include token-gating – issuing NFTs and other tokens with ‘special utilities’ to unlock products, avatar traits, VIP spaces or experiences; and Proof of Attendance Protocol – digital badges logging where an individual’s been, capturing the meta-hype for posterity. |
Beyond Gaming: Proprietary Spaces for Meta-Commerce | With interest in the metaverse growing, it’s vital to look beyond youth-skewing gaming-backed concepts. White-label solutions are emerging, which, while potentially pricier than partnering with existing games, deliver more compelling (high-fidelity) visual environments, and the capacity to integrate brand data, transactions and consumer relationship management systems. Meta-lite ‘brandiverses’ are easing companies and gaming-apathetic consumers into virtual engagement too. |
Manning the Metaverse: In-Experience Service | With banks, including JPMorgan and HSBC, moving metaverse-side to supplement or supersede physical branches (onto browser-based blockchain platforms Decentraland and The Sandbox, respectively), and new possibilities for data integration emerging, service design is under scrutiny. We identify new tools for staffing virtual spaces, and powering up customer service and peer connections (aka Squad Shopping – see Digital Commerce: Trends, 22/23). |
Reality-Hopping: Real-World Metaverse Overlaps | Embracing the metaverse isn’t only about leaping online, but into real-meets-virtual world intersections, evolving omnichannel brand engagement. Strategies nurturing these new phygital frontiers range from virtual actions with real-world rewards/results (or vice versa), using physical spaces as metaverse interfaces (via augmented/extended reality), and even placing oneself live in-game. |
New Meta-Languages: The Sensational Multisensory | The so-called confines of digital environments may actually unlock more intense and specialised sensory experiences than is possible IRL – helping brands craft elevated, bespoke remote experiences and define the languages of the metaverse itself. From food to fashion – like eliciting taste sensations via sonic frequencies or attaching sentiment to objects – it’s an area rife with innovation. |
Metaverse 360°: Retail’s Leading Metamanoeuvres
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.