March 28, 2022 – Yahoo recently launched its own venue space in Decentraland over the weekend as part of the first “Metaverse Fashion Week” (MVFW). The experience brought catwalk shows and showcases, pop up shops, after parties, and immersive experiences from many different brands, agencies, designers and more to the Decentraland 3D virtual world browser-based platform.
Selfridges, Tommy Hilfiger, Dolce & Gabbana, Elie Saab, Guo Pei, Etro, Jacob & Co, Vogue Arabia, Dundas, Paco Rabanne, Hogan, FEWOCiOUS, The Fabricant, and others lead a roster of digital catwalks into the next generation of fashion, what Decentraland is calling the “Metaversal Age”.
Yahoo stated that as part of its ongoing innovations in XR and next-generation immersive, interactive content experiences, it launched its own venue space in Decentraland for MVFW, which enabled the company to open the door to future brand collaborations using its venue within the platform as a canvas.
At launch, Yahoo’s venue hosted ‘The Initiation: a Charli Cohen x RSTLSS collection’ for MVFW, which brought Yahoo’s Electric/City immersive shopping environment into Decentraland for the first time, with partner and digital fashion designer, Charli Cohen.
Visitors were able to explore the latest limited edition RSTLSS wearables, enjoy a live coded set by artist & producer DJ_Dave, visit a sports bar, peruse a gallery of digital fine art from the ‘Black Art. Black Stories. Black Voices.’ project, and even purchase NFT art as well as NFT wearables from the Charli Cohen collection that can be bought and worn within Decentraland.
Yahoo stated that the combination of its XR Studio production teams in London (as well as the US) allowed for three-dimensional content production without the need for blockbuster-movie budgets. The company added that with its Creative Technology expertise, as well as its content and distribution technology platforms, Yahoo is able to help its customers create, manage and scale campaigns from augmented reality (AR) ads at scale on the open web to building bespoke 3D environments to showcase their brands within virtual worlds like Decentraland.
Within Decentraland itself, Yahoo’s Electric/City DCL virtual environment is entirely customisable on the company’s virtual parcel of land. The environment is able to be adapted for brands that are looking to engage with their audiences within virtual spaces, with Yahoo adding that it is able to change the look, feel and construction either minimally or entirely depending on needs, as well as create the 3D assets to live within the space.
Other projects that Yahoo has created that have used 3D content in a range of different ways, include a custom AR experience for Pringles, and a 3D interactive content and AR experience for My John Lewis customers as part of its Christmas ad campaign for “The Unexpected Guest”.
For more information on Yahoo’s branded content solutions for augmented reality and virtual environments, please visit the company’s website.
Image credit: Yahoo
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.