We went to the edition of the Cannes Film Festival which took place from May 17 to 28, 2022. Tremplin.io took advantage of this event to discover new projects. It is therefore in a relaxed atmosphere that we offer you an interview with the founders of the project as well as a detailed article on it.
From paper to digital. L’OFFICIEL makes its virtual debut with the acquisition of its first land in the metaverse The Sandbox. This project is part of the celebration of the centenary of the company, which the magazine wants to mark with a white stone. But beyond that, L’OFFICIEL is convinced that the metaverse has the potential to radically reshape the world of fashion.
Fashion Dune, L’OFFICIEL’s metaverse project
L’OFFICIEL, now a hundred years old and always at the forefront of the latest trends, has decided to enter the metaverse. The fashion magazine has signed an agreement with The Sandbox to make this transition to virtual reality a reality. L’OFFICIEL buys its first land, baptized Fashion Dune. The latter will serve as a podium to present innovative fashion collections to users. The land will also include a digital theater to present the magazine’s 100-year history through fashion and cultural exhibitions.
True to its avant-garde image, the magazine has bet on a fascinating lunar landscape for its virtual universe. An absolutely magnificent collection of the most emblematic magazine covers of its hundred years of existence dresses it. Fashion Dune was created by Benjamin Eymère (Chief Metaverse Officer of the AMTD parent company), as well as Arthur Madrid and Sébastien Borget (founders of The Sandbox). The project, which was announced last May, should be launched in September.
In a friendly atmosphere, discover our interview with the founders of the project during the edition of the Cannes Film Festival 2022.
The metaverse for an immersive experience
Fashion Dune is part of a series of Web3 project initiatives. Publication of an issue entirely dedicated to the metaverse in June, organization of virtual and IRL events (in real life) exclusives, launch of wearables Unreleased Dogami NFTs… L’OFFICIEL saw things big for its “launch in the future“, in his own words. The magazine wants to rethink the sharing of content through the metaverse. It also and above all aspires to offer an interactive and immersive experience to its community.
Immersion is the essence of the metaverse. But even more, this technology allows customization to the highest degree, each user having access to their own experience, offered by the brand. Another component is the gamification of the experience, which is already part of the daily lives of millennials and Generation Z. This interest will increase crescendo over the next 10 years. The metaverse and gamification clearly represent a new stage in the evolution of the fashion industry.
The virtual at the service of the real
L’OFFICIEL is betting on the metaverse and the way in which it abolishes the border between the real and the virtual. And it works for him on so many levels. Immersive experiences of this type allow, among other things, to create more engagement. The metaverse also offers consumers opportunities for discovery. Technology presents itself as an incentive factor to discover the magazine from another angle through this 3D parallel world.
By collaborating with The Sandbox, L’OFFICIEL is one of those companies anticipating the spectacular transformation triggered by the metaverse. Overall, the idea is to extend the physical presence of brands into three-dimensional virtual spaces. The magazine enables its community to move seamlessly between virtual and physical environments, contributing to retailers’ omnichannel approach.
THE OFFICIAL sees the metaverse as the next platform for sharing and collaboration. The magazine leads consumers to completely redesigned experiences. Even though the metaverse is still in its infancy, the novelty and intrigue created by the ecosystem is appealing enough to pique user interest. Capitalizing on this technology makes it possible to build a more solid reputation and privileged relationships with consumers. The fashion industry revolution is underway.
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