Vice Media Group has partnered with BIG architecture firm to launch Viceverse – a virtual office and ‘playground’ in the metaverse. Rose Dykins reports
Vice Media Group has established its presence in the metaverse with Viceverse – a virtual office and creative headquarters for both employees and members of the public to explore.
The first building in the metaverse to be created by Danish architecture firm BIG, Viceverse is hosted on the Decentraland platform – an open source meta-platform where users create virtual avatars of themselves.
The virtual hub is intended to be an innovation lab for Vice’s creative culture agency, Virtue, where employees can work on developing Non Fungible Tokesn (NFTs) and digital projects.
Viceverse will also be accessible for members of the public, so they can explore some of the innovations in the metaverse as they take shape.
It will also be a space for Virtue to virtually collaborate with its clients – which include Coca-Cola and Beats by Dre – and host meeting, briefings and walk-throughs of metaverse projects, demonstrating its possibilities for the creative marketing realm.
Chris Garbutt, co-president of Virtue Worldwide, says: “We’re stretching the capabilities of what brands can do in the metaverse to give audiences new and impactful experiences. We see Virtue Futures as the playground where we can continue to innovate from a front row seat.”
“The metaverse is a new space, and we’re all still figuring it out but we believe that as designers we have an obligation to dream big and make it as beautiful and functional as anything in the real world.”
Nancy Dubuc, CEO of Vice Media Group adds: “Vice has always been about being inside culture, going to places where our audiences are. This is a new frontier filled with potential and once again, we’re proud to be pushing the boundaries.”