01
ACCESS INSTEAD OF POSSESSIONThe emergence of digital worlds is creating a shift in attention, consumption and expressions of value in our societies.
Consumption’s purpose is focused on access. As access becomes the new form of consumption, unlimited access to goods and services will create value.
02
CULTURAL CURRENCY IS AT THE CORESocial interactions are central to all aspects of life, and these interactions are increasingly more COMMUNITY BASED. Effective brand COMMUNICATION is through VALUES, and ACCESS to a shared value system is the new CULTURAL CURRENCY
03
COMMUNITY BUILDING IS THE GOALNew forms of self-expression are mapping the development of the METAVERSE. Participation requires understanding its structure and value system. There is a move from “corporation first” to “community first.” The community forms around an idea or interest through access, engagement and collaboration.
We Research.
We Analyze.
We Develop a New Code.
Using a proprietary methodology, we distill the physical DNA of the brand and create a code for its Metaverse identity, balancing the physical and digital convergence of the brand’s cultural value.
We Create New Identities.
For products and experiences in the Metaverse.
We communicate identity through values and the adoption of new forms of self-expression, giving a digital identity to physical goods and memorializing the phygital interactions of the community around them.
We develop phygital implementation programs and participate in the launch of new identities, products and experiences. As we move away from closed-loop experiences, we foster collaborative creation between brands and activities with similar values, while engaging diverse sources of talent around the world. We build communities and create ecosystems. We help empower creators and their audiences to develop joint narratives that become the first point of reference for their peer communities.
We research.
We analyze.
We deliver access.
Using a proprietary methodology, we distill the physical DNA of the brand and create a code for its Metaverse identity, balancing the physical and digital convergence of the brand’s cultural value.
We Create New Identities.
For products and experiences in the Metaverse.
We communicate identity through values and the adoption of new forms of self-expression, giving a digital identity to physical goods and memorializing the phygital interactions of the community around them.
We develop phygital implementation programs and participate in the launch of new identities, products and experiences. As we move away from closed-loop experiences, we foster collaborative creation between brands and activities with similar values, while engaging diverse sources of talent around the world. We build communities and create ecosystems. We help empower creators and their audiences to develop joint narratives that become the first point of reference for their peer communities.
AREAS OF
IMPLEMENTATION
As ”access” becomes the goal for consumption, we are expanding our physical daily habits in virtual realms, making choices about virtual world ecosystems that define our expanded identities. As we develop our new dual identities, a new model of consumption is giving rise to direct-to-avatar business models.
As we develop a new code for the intersection of our physical and digital identities, the gaming world has provided a new form of communication. Gamevertising (in-game branding and experiences) goes far beyond simple media placement and represents a paradigm shift in communication where experiential storytelling becomes paramount.
With a new 3D version of the internet, where users can interact in real time with others in a realistic virtual space, retail experiences are changing the consumption narrative from “targeting consumers” to “engaging with community”. The internet gave rise to the eCommerce era and Web 2 expanded opportunities for Direct-to-Consumer. Web 3 is helping to define the era of immersive commerce, or iCommerce, introducing us to Direct-to-Avatar (D2A) and shifting the engagement from “click and buy” to “experience and buy”.
Liminality is a concept in anthropology that refers to states of transition. The concept of Liminal Spaces refers to physical spaces for blended virtual and physical experiences. The next generation of immersive retail experiences is bridging the gap between physical and virtual spaces, enabled by extended reality (XR) and the convergence of physical and digital product offering.
Area of
Implementation
