It was launched in February 2020 as a platform for players to interact, create, sell and buy. cryptocurrency sister, du decentralized and was the star of a virtual fashion show in March of this year at Metaverse Fashion Week, which brought together more than 30 luxury brands. The platform event brought together brands such as Dolce & Gabanna, Tommy Hilfiger, Forever 21 and Paco Rabanne, among others, on Fashion Street, a space that was sold to the Metaverse Group in November last year for $ 2.5 million, which is real. a real estate company specializing in virtual land.
Giovanna Graziosi spoke with Brazilian Casimiro, producer and director of the show Forbes Brazil about the background of the project and the possibilities for the concept, as well as the intersection between metaverse and Web3. Decentraland has strengthened ties with Brazilian brands such as Outback, which sponsored the marriage of Brazilian designer Rita Wu to Decentraland, and Housi, a platform that specializes in housing. “Mark has the potential to expand his identity beyond the confines of physical space. In addition, for the first time, consumers are able to build things with brands, making the creative process truly interactive, ”says Gigi about the possibilities of metaverse.
Read more: Parade in the metaverse starring Dolce & Gabanna, Tommy Hilfiger and Paco Rabanne
From university to metaberse
“I began my career in the field of art and technology in 2009 with theoretical and practical research in the field of multimedia installations and XR at UFSM. This time I developed projects with digital design, fashion printing, AR and facilities. Gradually, I deepened my production and management of projects in this field, and after completing my master’s degree in Art and Technology, I taught as a bachelor’s degree in Digital Design at Senac Santo Amaro, São Paulo. Then I started doing my PhD in Open Source and Open Heritage at FAUUSPP, and at the same time I started producing various VR and AR projects around the world. Since 2016, I have evolved as an XR producer, gaining experience in a variety of areas, including physical computing, IoT, urban installations, and consulting for projects related to the virtual and extended worlds. This world attracted me because I have always liked the game, holistic, mystical and challenging, and I find it a tremendous opportunity to reconstruct reality. I’ve always been fascinated by the idea of redesigning the world around us in a hybrid way, and probably the childhood of science fiction movies also contributes to that. “
After all, what is Decentraland?
“Decentraland is a virtual world in a decentralized blockchain, governed by its users. “Above all, we see Decentraland as a social experiment that can signal the future of social media.”
Metaverse Fashion Week
“I’ve always liked fashion and haute couture, and I’ve worked at different times on technology and fashion-related projects. But when I started at Decentraland I thought a lot about how I could get more into the fashion market, and eventually the project was assigned to me by my creative director. It was a gift of life that made many of my specialties one of the best. In terms of experience, it was intense from a production standpoint. We spent a total of three months inserting brands, creating briefings, producing neighborhoods and collections. It was a race against time, but the event of over 70 brands was a success and gathered 108,000 users on the platform for 4 days and 60,000 in the specific area of fashion ranges. We built 2 bigger neighborhoods, one for luxury brands, the other for streetwear and digital fashion, and a futuristic catwalk for fashion shows. ”
Relationship with brands
“Mark has the potential to expand his identity beyond the confines of physical space. Moreover, for the first time, consumers are able to build things together with brands, making the creative process something more interactive and more likely to be successful. On Web3, I see an opportunity for designers to expand their narratives, explore new aesthetics, gamify products, and invite consumers to interact in the first person for them. It is an opportunity for brands to create a sense of belonging and return a unique experience to their captive audience. Our relationship with the brand was interesting because it was a mix of brand education and brand education. All of this was done with 3D creators in the user community, further strengthening the creative economy. ”
Read more: Decentraland and UNXD organize a fashion show in metaberse
Avatars and the spread of identity
“The idea of being able to spread your identity through avatars is another important factor in building who we are and our values on the internet in the future. We’re always open to helping brands get into the platform, and that’s Decentraland’s mission: to be a hub for the creative community, including brands. Therefore, there are two ways to access brands in space: contacting creators already on the platform, building their experience independently, or contacting the Decentraland collaboration team, and helping ecosystem creators introduce the brand and find the right space. their activation. ‘
Web3 and Blockchain
“These two concepts are linked because they are the result of a long process of technological and social development. The so-called metaverse is the result of advances that began in the 1980s and is now available to everyone, as is the case with XR technologies. It is important to reinforce the idea of decentralized autonomous organizations through blockchain and vice versa, as smart contracts validate and support community decisions that are incorruptible after voting. This validates and protects decisions while maintaining the original values. Another point of view is that Web3 sets aside real-time built-in virtual spaces with blockchain, allowing these universes to be interconnected (interoperability) and connected to a real economy, outside of a specific game. In the metaverse, the creative economy and the lock chain become a continuation of the physical world, and I see NFTs as the key to access that has its own value associated with experience. In addition, NFT will take on more functionality as a launcher for actions, awards, VIP accesses and an identification key event. “
Metabertso in perspective
“For me, the metaverse is a continuum of our physical world, part of the narrative we build on reality. It is the part that allows us to build an extra layer of reality, where everything is possible and we can be what we want to be. I also believe that he will soon leave the metaverse on the screens, and that he will play his part in revolutionizing the way we see reality and unleashing the creativity of the communities around us. I personally want to see communities grow and the creative economy flourish; I want to see NFTs and my virtual clothes on my living room walls composing with my physiques. I believe that the metaverse is a tool for equality and the distribution of wealth and the construction of a global culture. So the metaverse is a hybrid space of social, political and economic collective construction, which the Internet can make people for people. ”