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American brand Kate Spade enters the Metaverse to celebrate the launch of its Autumn collection. The brand’s first-ever virtual interactive space is an interpretation of a New York-based townhouse, which invites individuals to explore the location and participate in gamified experiences.
Kate Spade has partnered with Arlene, a Metaverse advertising service, to develop the virtual space. The Metaverse house actually comes as an addition to the Autumn marketing campaign of the brand that features five female neighbors meeting in a beautiful apartment for drinks. Kate Spade aimed to reflect the playful mood online – the virtual house features crafted music playlists and a branded coloring book. Players can also create custom wallpaper using Kate Spade prints, thereby contributing to a “kindness wall.”
“This idea of community coming together, that feeling, really lends itself to immersive storytelling. It’s not something you want to do only in 2D,”told the CMO of Kate Spade, Jenny Campbell, to Vogue.
Metaverse visitors will have a chance to be the first to purchase Kate Spade’s new bags, coming in three models. Each of them is hidden in different rooms of the virtual apartment. It’s worth noting that one of the three bags, “Patisserie 3D croissant clutch,” will only be available for purchase inside the virtual experience.
Users will be able to access the experience on the Kate Spade website starting from September 7.
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