The success of Condé Nast Italia in the new digital realities

The great challenge of the Condé Nast brands continues in Web3 is in the Metaverse. A cultural revolution that marks a new approach to communication in a space where communities become central to the co-creation of artistic projects and phygital products, productions become immersive content, hybrid experiences and storytelling an education and entertainment tool through the voice of next-gen Key Opinion Leaders.

With METAVANITY, Vanity Fair presented its first Museum in the Metaverse within the framework of the Venice Art Biennale: a cultural outpost that amplifies the ability to tell stories and an unprecedented editorial panorama to renew information and entertainment.

METAVANITY has joined the Vanity Fair ecosystem, allowing the brand to evolve and establish itself as a patron of a new cultural and creative wave, creating a metaphorical bridge between the real world and the metaverse through immersive experiences.

«There is nothing more real than digital. For this, in my opinion, the Metaverse is not the future, but the present. Because the future is not foreseen, it is built today, here and now» he comments Simone Marchetti, Vanity Fair European editorial Director and Vanity Fair Italia Editor in Chief.

With this in mind Vanity Fair And house Valentine present Valentine The Party Collection 2022: a project that celebrates inclusiveness 3.0 which, in virtual reality, finds a space for infinite creativity and imagination. A place to experience, developed with Unreal Engine and videos made in motion capture with Rokoko suits, where looks, Valentino Garavani accessories and stories come to life digitally. Within The Party Collection 2022, three metahuman avatars become the symbol of expression of new forms of contemporary identity with bold and refined looks to inaugurate the festive season.

To visit it, just download the Hadem app on your electronic devices, available for free on iOS, Android and Windows Desktop. To date, the total downloads are over 140,000 with a rating of 4.4 on Android and 5 out of 5 on iOS.

The project is realized thanks to ValuArt, technological partner of Vanity Fair for the creation and development of the NFTs and the meta-museum.

The journey into the new digital realities of Condé Nast does not end here. In recent months, several projects have seen the involvement of the publishing house’s brands in the world of Web3 and in the Metaverse, demonstrating their ability to be pioneers in innovation and capable of guiding the audience and customers, experimenting with new ways of communicating.

For Vanity Fair the first step was the launch of the NFT cover in support of Afghan women. The amount raised from the sale was entirely donated to Pangea, the non-profit organization that assists Afghan women who have arrived in Italy, amplifying the #noisiamowelcome support initiative.

The second step was the presentation of Vanity Player One the first Vanity Fair avatar capable of wearing 4 total looks respectively by Prada, Valentino, Dolce&Gabbana and SportMax; then followed by METAVANITY today the stage for clients who need to create a debate or storytelling content on Web3 culture.

Vanity Fair also achieved another excellent result by raising more than 100,000 USD with an auction in the crypto art market. A collectible series of four covers made by four talented emerging artists of the digital scene have been auctioned and sold, on the new Nft Apenft marketplace (which belongs to Tron, the blockchain giant) A pioneering initiative, created in collaboration with Valuart, in support of digital art.

Wiredon the occasion of the last edition of the Wired Next Fest this year dedicated to «The future of democracy», in the external spaces of the Fabbrica del Vapore in Milan, presented the exhibition 100+2 – The story of Wired seen by an artificial intelligence which retraced the history of the brand through the over 100 covers published so far. Thanks to the use of the MidJourney neural network, reinterpretations of each cover have been created, created in the form of NFTs by artificial intelligence. The covers created were entered on the Opensea marketplace and sold out in a few minutes.

The project was carried out in collaboration with Monogrid, creative production company specializing in interactive and unconventional experiences.

Furthermore, the October 2022 issue of Wired Italia was a unique in the history of the magazine, as the cover had an unrivaled feature: in fact, it was “designed” by artificial intelligence software.

It’s still Vogue Italy which continues to experiment with innovation thanks to Vogue Lab, and which already in 2021, with its platform dedicated to new generations of creatives, has brought selected talents into contact with the emerging movement of digital fashion. Thanks to the involvement of the crypto community and Vogue enthusiasts around the world, a communication ecosystem and an experience with cultural, educational and engagement objectives has been created.

Five new generation brands selected by Vogue Italia have produced, in collaboration with THE DEMATERIALISED, the digital version of some items from their collection, visible on the platform and then sold exclusively using crypto currency or traditional currency on THE DEMATERIALISED website. Each NFT purchased allowed us to plant a mangrove in Madagascar in collaboration with Re:Earth. The project was exceptionally successful: the collection sold out in 51 minutes.

Also Photo Vogue, the first conscious fashion photography festival focusing on the commonalities of ethics and aesthetics, has entered the world of Web3. During a summer virtual residency, eighty-one artists learned how to successfully enter this new reality through digital workshops, mentorships and other resources. The photographers who participated in the residency had the task of creating projects on the themes of equity and justice. The collaboration took place with Voice, a zero-carbon platform for digital art focused on emerging artists.