Brands have ramped up their digital efforts during each phase of the pandemic as we all face a new Metaverse transformation of the internet, also known as Web3. The subsequent development of the internet is around the corner, and brands within a popular culture like apparel, music, and entertainment are testing the waters by engaging in various prototypes of the Metaverse. Platforms such as Roblox, Fortnite, and Sandbox are just a few examples of the earliest creations.

Ocean Out of doors x The Immersive Form

In tandem with London Pleasure on July 2, company The Immersive Form is teaming with Ocean Out of doors and proprietor of the Piccadilly Lights, Landsec, to deliver the metaverse to the parade route. The large OOH display screen looming over the famed highway junction will show digital artwork by Kadine James and MCVISUALS that depict LGBTQ+ avatars taking part in Pleasure celebrations. The visible expertise can even embody a QR code to attach viewers to a metaverse Pleasure celebration, combining each in-person and online celebration.

ComplexLand in the Metaverse

Complex Networks debuted their first iteration of ComplexLand, their virtual retail experience created in 2020, to replace their traditional in-person ComplexCon shopping event at the start of the pandemic. Since the virtual space went mainstream before the term "Metaverse" was introduced and before the NFT and cryptocurrency rush, it took some time for the public to catch on to the latest development. Facebook, now known as Meta, then formally introduced the metaverse at the end of 2021, and brands jumped on the wave, hoping to stay ahead of the curve.

Charli Cohen

Charli Cohen creates NEXTWEAR, sustainable clothing with digital counterparts to be experienced in-game, in augmented reality, virtual reality, and across the metaverse. To celebrate 25 years of Pokémon, Charli Cohen teamed up with U.K. high-end retailer Selfridges and Yahoo RYOT Lab to launch Electric/City, an immersive virtual city inspired by the world's fashion capitals, where visitors can explore the space and shop exclusive physical and digital garments.

Wendy

When video game platform Fortnight announced a food-fight event between Team Pizza and Team Burger, Wendy's launched an organic meta campaign to promote its burgers. Team Burger stored its meat in freezers, but Wendy's "doesn't do frozen beef!" So Wendy's created an avatar on Twitch, dropped into the game, and began destroying burger freezers. For nine hours, Wendy destroyed burger freezers, promoting the mission on Twitter and inviting gamers to join.

Balenciaga

Fashion house Balenciaga partnered with Epic Games to integrate high-fashion Fortnite skins. Four skins were created, along with Balenciaga-themed accessories such as a designer pickaxe and Balenciaga bling backpack. An in-game Balenciaga-themed hub was developed, and a real-world clothing line was also offered. The hub includes a virtual Balenciaga store where visitors can buy cosmetics.