The hub, called Dirty Laundry (with the strapline “wash away your fears”), will host a series of virtual events and one-to-one brand masterclasses. The first focuses on how the metaverse will unlock new brand engagement opportunities, including how to reach Gen Z and Gen Alpha in environments where they are immersed and their attention is undivided and prolonged. It will be followed by presentations, creator showcases and live talks aimed at the beauty, fashion and luxury sectors.
With an aesthetic inspired by 1980s club culture, Dirty Laundry sees participants enter speakeasy-style through a laundrette – a reference to the closed world that can surround the discussion of the metaverse and non-fungible tokens (NFTs). Spotlit with neon pink lights, Dirty Laundry’s purple interior nods to the fantastic virtual world outside the laundrette – a pink and purple desert landscape dotted with silver trees.
To enter the space, users create a full-body avatar from a range of inclusive options (soon to include non-binary identities) by trans-platform creator Ready Player Me, via which participants can interact with each other.
Inside, Dirty Laundry comprises a conference room and a virtual NFT gallery (themed around sensory perception in the metaverse) created by Cult’s internal creative team. The collection is sold via sustainable marketplace Voice, with all profits donated to creators’ chosen charities. Users can buy NFTs via adjacent QR codes, which redirect to Voice.
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