Fashion Metaverse

Date

2022

Context

elektrashock

Client

Puma

Categories

Cross Reality (XR), User Experience (UX)

For creators the terminology changes, but the work remains the work, to make things alive. XR became meta, but the need to make stories real persists. The fashion companies Marni and Puma want their audience to experience their ideas across modalities. Marni opens the rabbit hole to its psychedelic dream world. Paralleling the New York Fashion Week, Puma unveils its new Metaverse. By connecting the Unreal Engine to live interactive streaming services, coupled with crypto wallets hosted on a web platform, we give them high quality gaming on a simple web page. Digital shopping and marketing becomes an explosion of audio visual sensations, melting pixels, colors and sounds. People get reveiled new Sneakers. They get to see clothes on 3D scans and purchase them in-game. They get rewarded with unique crypto-art, walk around avatars of their idols. Spaces are designed to recall the IRL environments, like the Cipriani cathedral in New York where the fashion walk happens. Or they are entirely imagined and impossible like the Marni world.

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