Dentsu Gaming and United Colors of Benetton: first store in the Metaverse

Matteo De Filippi

Dentsu Gaming opens the doors of PlayChange to United Colors of Benetton which becomes the first Metaverse store. Let’s see all the details

Inspired in every little detail by the style and mood of the Benetton stores, PlayChange welcomes visitors to its iconic pink walls, inviting them to explore it and discover the looks on display. It is possible to cross the boundaries of the virtual store by accessing three different fantasy worlds: the sky of Pink it!the forest of Green Adventure and the desert of The Color Race. In short, a good news in the Metaverse thanks to the collaboration between Dentsu Gaming and United Colors of Benetton. But how exactly does it work?

All the details on PlayChange, the first Benetton store in the Metaverse thanks to Dentsu Gaming

Between floating clouds, speed races and survival tests, the user will have to prove that he is up to the challenges and, at the end of each minigame, he will be rewarded with a virtual card offering a voucher that can be used in one of the Benetton points of sale. Three different talents were involved for the launch of PlayChange: Luca Vezilpassionate about fashion, tech and photography; Gloria Schitofamous TikToker and fashion creator; Surrygaming, travel and lifestyle expert.

Antonio PatrissiChief Digital Officer of Benetton Group, stated the following:

What we are experiencing is a widespread omnichannel, amplifying the physical shopping experience with a new, completely virtual one, creating a circularity from a phygital point of view between the physical world – Metaverse – physical world. Benetton has always been a pioneering brand, capable of anticipating times and trends: our goal is to be the first to explore the new possibilities of involvement that this new technology offers, getting closer and closer to consumption habits and the vision that younger generations have from the world of fashion and retail.

The project by Dentsu Gaming, an integrated solution of the Dentsu group dedicated to the video game industry, aims to making the physical and virtual experience one, exploring new technologies and getting closer to younger consumers. What do you think of this collaboration and of Benetton’s pioneering vision? Let us know yours in the comments. In order not to miss future news regarding the Metaverse and all that is the technological world, continue to follow the pages of!

With a deep understanding of the digital landscape and social media trends, Janice keeps readers informed about the latest developments, updates, and controversies in the world of web and social platforms.