The Metaverse is Inspiring Experiential Retail
The Metaverse is Inspiring Experiential Retail
With the digital world and technology shaping the way customers shop, the same can be said for experiential retail.
Digital fashion label Cult & Rain is moving this concept forward with its version of the metaverse, Cultr World. Launched on July 27, the world combines Cult & Rain’s digital and physical garments into one digital environment. The brand’s customers have exclusive access to the world, which includes spaces dedicated to socializing, shopping and exhibitions through avatars. The launch coincides with the brand’s opening of an immersive physical retail experience, which was designed to reflect the feeling of being in the metaverse. Located in London’s Outernet entertainment district, opened last year, the space features entertainment, 4D interactive wall-to-wall screens and various digital world integrations.
U.K. clothing store sales fell by 4.7% in June 2022, according to the Office for National Statistics. While retailers have a tough time bringing people back to stores, experiential retail could be a solution. The Outernet, which is partnering with Cult & Rain on the activation, is the first entertainment district of its kind to host a crossover digital and physical event at this capacity.
The Cultr Lounge shop will be accessible via QR code-tagged displays in the physical space, as well as through a dedicated virtual showroom that customers will be able to access digitally.
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