MCM takes its next step into the digital world. After the Munich luxury brand has already immersed itself in virtual worlds and games such as Zepeto and Animal Crossing, its own Metaverse world is now following.
The “MCM’etaverse” was created in conjunction with Web3 tech startup Inverse, MCM announced on Tuesday. The platform is currently available in Europe, Middle East, Africa, USA, Canada, Hong Kong, Thailand and Singapore. Japan and China are to follow next year.
Accessible via web browser, mobile and desktop, the virtual world offers users the opportunity to dress their avatars in pieces from MCM while also being able to shop for physical pieces. The focus is on the digital flagship, where users can, among other things, playfully explore the brand’s new fragrances. In addition, special products will be offered in pop-ups and access to exclusive digital collectibles will be provided.
“The MCM’etaverse takes our omnichannel customer experience to a new level. Now our customers and fans can come together in this virtual world no matter where they are. There they can see how MCM lives out its playful side as a traditional luxury brand,” said Dirk Schönberger, Global Brand Officer at MCM.
The MCM metaverse is accessible through QR codes placed in the brand’s e-commerce area and stores.