The metaverse leaves the screens: the aesthetics of the virtual world enters real life

The metaverse leaves the screens: the aesthetics of the virtual world enters real life

The metaverse leaves the screens: the aesthetics of the virtual world enters real life

Roblox-Inspired Places and Restaurants That Change the Lighting to Be More Instagrammable: Digital Aesthetics Influence the Classic World

Balenciaga
Balenciaga’s “furry” store in London, an unusual experience inspired by the freedom created by thinking about a virtual environment.

Somehow, in the last decade, the physical spaces we inhabit – especially in relation to commerce, brands, entertainment or gastronomy – have become more “memorable”. Restaurants tried to make the interior and dishes more eye-catching. The adjective “experienced” has become common currency for buildings, shops, hotels. until Home interiors find this aesthetic corner well-maintained. All this has a simple reason: the world is made for social networks, specifically, Instagram feed and stories. Everything is or should be “Instagrammable”.

Many restaurants change the setting and presentation of their dishes to look better on Instagram and other social networks
Many restaurants change the setting and presentation of their dishes to look better on Instagram and other social networks

If the virtual world has changed the way we construct our physical world, we are on the verge of a new iteration of the digital world that promises to change our public and private spaces again. At the dawn of the metaverse and hybrid world, the digital design characteristic of this new phase begins Impact on the world IRL (“in life real”, its abbreviation in English); “Multiversive” design achieves both on and off screens.

Artist and identity designer Alex box A report by Wunderman Thompson Intelligence explains that digital presence is becoming more and more nuanced, it is g.Changing the way creators think about physical design. “We have an idea of ​​the body and its limitations through our senses. Our physical environment defines our limited bodily logic and shapes our identity. We have seen the digital body of Web 1 and 2 as a mirror of the real world, now we will expand on the idea of ​​the multisensory self. I assume that the mirror model will be inverted: The physical reflects the digital“.

With the development of digital environments and virtual worlds, they lead to an emerging aesthetic narrative characterized by boundless creativity that transcends the limitations of physical reality.

“In fact, the dialogue between the physical and the virtual is starting to go beyond the logic of QR and augmented reality. Thus, online aesthetics are beginning to influence the way we dress and decorate our space. It is also a hybrid life that combines two spheres that connect and organize our lives. The colors of the digital environment start from the screen and materialize in tangible objects. In turn, the styles, objects and clothing that shape both video games and virtual narratives are also beginning to show their prevalence in the material world,” explains Gaba Najmanović, trend analyst. in fact, Pantone reinforces this view Very Perry, Its 2022 color that speaks of hybrid life.

The Rise of Metathetics

Lately, from restaurants to retail, physical spaces have been transformed into the dreamlike and the absurd, transporting visitors to imaginary worlds and alternate realities.

In The Meta coffee In Paris, a pop-up that lasted for a month, visitors thought they were entering Roblox. The tables and chairs seemed to be made of large pixels, the walls had thousands of dots that give the feeling of being in a virtual reality room. The designers, Crosby Studios, tried to enhance the upcoming game in The Sandbox, where people build interiors with the same decor, but virtually; The desired effect was to transport these virtual worlds.

Meta Café in Paris with a pixelated aesthetic inspired by Roblox and Minecraft
Meta Café in Paris with a pixelated aesthetic inspired by Roblox and Minecraft

The popup wrapped in fur Balenciaga in London is another example of this new imagination. The “surreal” or “otherworldly” aesthetic became real earlier this year when the luxury brand draped an entire store in pink faux fur, covering the walls, floors and shelves with the fluffy material. is it Allow users to enter a Absurd, but at the same time fun and welcoming atmosphere.

restaurant The taste of Dadong Shanghai offers dark surfaces illuminated with blue and purple lightsHuge room dividers, mirrored ceiling panels that show people’s muffled reflections, plus a psychedelic soundtrack. All this design turns the environment into a unique and emotional gastronomic experience that transports you to “other worlds”.

A fashion designer is coming in May Simon Jacques Produced a series of pop-up installations for Selfridgeswhich was created as a “surreal tribute” to the Jaquemus founder’s own bathroom.

The Dream decorated environmentPromoted on Instagram by pages such as @maison_de_sable and @paulmillinski, it combines fantasy, escapism and a sense of “parallel worlds” that brands adopt to enhance their campaigns and image.

The digital environment gives rise to a design style that is distinctive, fresh and even bolder when recreated in a physical space.

Surrealist installations appear, such as Prada’s ‘Tropico’ bucket hat or Coach’s tactile campaign for super-soft bags (which invite you to deflate them). Other cases include the Mulberry brand using the digital language of the Metaverse for its new “Lily Zero” campaign, or Glossier’s moss-covered installation in its Seattle store, which has been defined as a “physical NFT” or work of art. digital art. In these latitudes, Mariah Cherry was the first to play with this aesthetic for her campaign.

New hybrid spaces

But the metaverse and virtual world aesthetics don’t just take the surfaces and designs of the physical world, they also use it. Overlapping the two worlds and harnessing the power of digital content to apply it to the physical world. The world of NFTs, cryptocurrencies and digital goods are the protagonists.

Examples abound. Casetify has released a smartphone case that displays its owner’s NFTs. In January, Nike introduced the Nikeland Roblox experience at its New York store. The first floor was transformed into an augmented reality version: Shoppers could use Snapchat lenses, replace their 3D avatars with Nike products, play Nikeland’s Pachinko Obby Ball and compete in an AR version of “The Floor Is Lava.” Similar to the game offered on Roblox.

How to display our collection of NFTs?  With a cell phone case as suggested by Casetify
How to display our collection of NFTs? With a cell phone case as suggested by Casetify

Savage X Fenty combines physical shopping with an interactive digital experience where shoppers can become avatars. Used in the Las Vegas store AR body scanning to offer customers personalized product recommendations Based on your body size and shape as shown by the 3D body scan.

Fred Segal introduced Artcade to a new Web3 shopping format that merges the physical and digital worlds. Digital skins, crypto art, and NFTs accompany physical store items and can be purchased with cryptocurrency.

An interesting case is the case of the startup Hyperspace, which has been resolved Change shopping malls and entertainment spaces to develop a physical interface for the metaverse, in a purpose-built environment with real-time connections to digital worlds and lifestyles. The company is eyeing two HyperSpace ventures in Dubai: Hype House, The Park at The Dubai Mall; and AYA, in Wafi Mall. The parks bring to life different “experience zones” that allow visitors to discover a variety of fantastical environments, from surreal playgrounds and built-up areas to holograms and digital fashion. “The park is designed to improve digital identity. You can create avatars, you can create digital fashion pieces, memes, artwork and design pieces,” said founder and CEO Alexander Heller.

As the metaverse matures and everyday experience spends more and more time in hybrid worlds, expect the physical world to reflect more of this hyperreality. The classical world never ceases to play a leading role, it is interesting how it combines and combines with the evolution of the digital world.

Source: La Nacion

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