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United Colors of Benetton, welcome to the Metaverse

After the tasting, a few months ago, of a space at the limit between the physical and the virtual, United Colors of Benetton, now, he is ready to catapult the audience into the Metaverse. The brand has indeed opened PlayChange – accessible through the Roblox platform -, a virtual store where you can explore and discover a selection of iconic items from the SS22 collection.

United Colors of Benetton welcome to the Metaverse

Invaded by the pink color – from shop windows to interiors, from hangers to shelves – the public will be able to access three different game worlds: Pink it!where, among the sky, clouds, hot air balloons and rainbows, the user will have to touch and color in pink the greatest number of floating shapes that resemble many sheep; Green Adventurean open world forest to explore where, in order to survive, it will be necessary to avoid the bees that “fall” from above; The Color Race, a race set in the desert, where you can follow a path marked by colored logos. At the end of each game, a virtual card will appear, which will allow the user who obtained it to go to a physical store of United Colors of Benetton participating in the initiative, go shopping and benefit from the discount obtained by participating in the mini-games in the virtual store in the Metaverse.

“What we are experiencing is a widespread omnichannel, amplifying the physical shopping experience with a new, completely virtual one, creating a circularity from a phygital point of view between the physical world – Metaverse – physical world” he explains Antonio Patrissi, Chief Digital Officer of Benetton Group. “Benetton has always been a pioneering brand, capable of anticipating times and trends: our goal is to be the first to explore the new possibilities of involvement that this new technology offers, getting closer and closer to consumption habits and the vision that the younger generations have from the world of fashion and retail ».

United Colors of Benetton welcome to the Metaverse
To tell the experience several talents including Luca Vezilpassionate about fashion, tech and photography; Gloria Schito, famous tiktoker and fashion creator who brought her passion for fashion to the Metaverse e Surry, pseudonym of Salvatore Cinquegranawhich started from the gaming world and then successfully positioned itself in the lifestyle, travel and fashion world.

Source: Vanity Fair

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