During the labs project, I developed pocket metaverse experiences for various brands by creating digital spaces using Blender 3D and Unity Web3 API.
Based on initial market research to identify potential audience segments, we explored different design concepts.
Our first experiments focused on structures for luxury brands
Labs Initial Research Intent
We then explored playful interpretations for consumer brands, as shown in this creative approach to an Alpro milk carton design. Experiences like these were beautiful to build and play around in, as truly scale in these pocket VR worlds, hold no bounds.
I adore this process of transforming rather day-to-day objects into structures of play and fun in a virtual context. Giving it another purpose, meaning, and story.
Within the Labs context, we truly saw to explore this avenue throughout our research. How brands could leverage play within these spaces. allowing for deeper brand connections to be fostered and built.
Nike's Metaverse Strategy Analysis
Our market research directed us toward the Sports and Fitness market segment, where Nike was leading metaverse development.
Fast Fashion Segment: Operates on a 12-15 month product cycle | Regular releases of new collections | Mass market appeal
Luxury Segment: Nike Air Jordans as premium products, | Limited editions creating FOMO (Fear of Missing Out) | Customization options | Exclusive capsule collections
Metaverse Initiatives
RTFKT Studios Acquisition: Strategic acquisition of RTFKT Studios positions Nike to create its own metaverse platform, merging culture, gaming, and retail in a unified digital space.
Strategic Considerations
Fast Fashion in Nike's Metaverse: Dedicated virtual retail spaces for regular drops | Interactive showrooms with affordable virtual sneakers | Seasonal virtual events aligned with physical releases
Luxury Elements in Nike's Metaverse : Exclusive VIP zones for limited edition collectibles | Private virtual galleries for digital artist collaborations | Premium customization studios | Members-only virtual spaces for exclusive designs
Balancing Strategy within Nike's Metaverse
To appeal to both segments, Nike could create distinct zones within its metaverse space: Main virtual plaza featuring baseline collections for mass market. | Elite NFT galleries for collectors and luxury consumers. | Interactive customization studios with tiered access levels | Digital-first launch spaces featuring pre-release experiences
This first Draft for Fitness and Health in the Metaverse was done with the intention to highlight all the possible level of interactions that one can have within such space.
Meditation Shrine and Health and Fitness Metaverse Spaces
This project aims to explore the manner in which Meditation can take place in the Metaverse, through the use of an Oculus Quest 2.
Augmented Reality (AR) of each experience