How retailers are bringing the metaverse into the physical world
High-profile retailers are adding a digital layer to physical shopping, reimagining the storefront shopper experience according to the latest metaverse reports shared by Wunderman Thompson Intelligence. Now, physical retailers are taking note of what the digital realm can offer in-person shoppers.
Nike introduced the Nikeland Roblox experience to its NYC flagship store in January. The first floor of Nike’s NYC House of Innovation has been “transformed into an augmented reality version of Nikeland,” said the brand. Through the month, shoppers can use Snapchat Lenses alter their own 3D avatars with Nike products, play Nikeland’s Pachinko Obby Ball, and compete in an AR-enabled version of the “Floor is Lava,” similar to the game offered on Roblox, adding an interactive layer to the traditional storefront format.
Carolina Arguelles Navas, group product marketing manager at Snap AR said: “We see big opportunity in taking the reality around you and layering the digital world on top of it. From shopping experiences to travel, there’s an endless opportunity to take the power of digital content and layer this onto the physical world around you.”
In September, Meta announced that it plans to build the metaverse responsibly, collaboratively, and with wellness, safety and diversity in mind. Meta announced new partners from external institutions in an effort to substantially guide their production with expert voices from different fields and backgrounds.
Partnering with Electric South, Women In Immersive Tech, Seoul University, the University of Hong Kong, Howard University, and National University of Singapore will help Meta to support digital story creators, underrepresented groups, incorporate safety and ethics practices, monitor privacy and data use, and consider the history of diversity in IT, respectively.
Meta’s Chief Diversity Officer Maxine Williams told Bloomberg that it plans to build the metaverse using lessons learned “from the technology that does exist, as we help to build new technology, which does not yet exist.”
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