Immersive experiences have exploded across the retail scene this year, from hybrid augmented-reality powered scenarios to fully-virtual universes. And like we saw with the NFT trend in 2022, brands are racing to get ahead of the curve and put their own spin on the wave.
The latest player to join the lengthy roster of adopters is high-end skincare label Dr. Barbara Sturm, which has teamed up with a new VR destination xyrdrobe to take its innovations to new heights. But whether consumers will latch onto the brand’s lofty ambitions is another story.
In other news, Louis Vuitton is expanding to Discord while Web3-born fashion platform RSTLSS has joined hands with pop culture queen and metaverse backer Paris Hilton to launch a new digital pets ecosystem, billed "MareBears." With a name as globally recognized as Hilton endorsing RSTLSS, the startup is one to watch as a disruptor in the digital fashion scene and beyond.
Louis Vuitton rivals Gucci and launches on Discord#
What happened
Following its major phygital treasure trunk NFT project earlier this year, Louis Vuitton is setting the benchmark for luxury labels striving to crack Web3 and opening itself up to a new demographic of consumers.
This week, the LVMH-owned fashion house unveiled its new server in social chat room platform Discord. The brand will host various threads focusing on gaming, Web3, virtual reality, technology, and esports, alongside exclusive content.
The verdict
Confusion as to why the luxury maison has implemented Discord into its community strategy is already circulating, with speculators questioning the purpose the brand’s entity will serve in such a niche market. But LV isn’t trying to attract the masses with this latest endeavor; it’s opening itself up to foster a cohort of Web3-natives.
Where many brands have gone wrong in the space is striving to cater to the masses over forging authentic connections with eager Web3 enthusiasts. While Kering-owned Gucci was one of the OGs to tap Discord’s thriving community of digital natives and Gen Z, Louis Vuitton is quickly catching up with its own virtual evolution, positioning itself as a major competitor against Gucci in the Web3 space.
Dr. Barbara Sturm launches virtual-reality powered universe as part of its narrative evolution#
What happened
Skincare expert and pioneer Dr. Barbara Sturm is jumping on the digital retail trend to launch a new London-based virtual reality experience dubbed "Pause." The project, which is set to launch in November, will see the high-end cosmetics label partner up with xydrobe — a new, self-proclaimed luxury VR destination.
The hybrid experience will be hosted in xydrobe’s Mayfair flagship physical space and will allow visitors to immerse themselves into multisensory wellness activities and treatments.
The verdict
While brands like Lululemon and L’Occitane have opted to create immersive digital destinations that are only accessible via a screen, Dr. Barbara Sturm has taken its ambitions one step further to honor the physical element of hybrid innovations.
The skincare expert has a history of setting itself apart from competitors; after all, Dr. Barbara Sturm built its brand on the foundations of tech innovation and radical practices. Now, it’s looking to do the same in the metaverse. But with Web3 skepticism high, the question is whether consumers are willing to bite.
RSTLSS launches ‘MareBears’ collection in collaboration with Paris Hilton#
What happened
Putting a clever, digitally-enhanced spin on the classic Care Bears franchise, RSTLSS is tapping the booming toy IP craze. In partnership with Ubisoft’s Rabbids and Web3 universe Gremplin, RSTLSS and Hilton launched their new collectibles ecosystem on September 28, titled MareBears.
The project introduces a series of new pocket-sized Pomeranian-like creatures that live on the blockchain and in-app as interactive digital pets, with interchangeable and tradable traits (aka BearParts).
The verdict
The concept of digital pets is taking off across the blockchain as more consumers join the "kidult" trend as a means of reconnecting with their youth. Hello Kitty was relaunched in the form of NFTs in August 2022, and hardware startup Pillz has built its brand on the idea of turning digital collectibles into digital pets.
RSTLSS’s MareBears ecosystem is also empowering its community to revert back to their childhood by reintroducing a classic toy IP — albeit with a luxury upgrade. Think of it as the new Tamagotchi, but for grown ups.