Holzleithner introduced the Metaverse, its benefits, the technologies involved and its use-cases in travel retail. She highlighted Dayholi’s latest project with singer/songwriter Dua Lipa, which invited users on Decentraland to play a game in the Metaverse to win real-life concert tickets. (See also our review of The Trinity Challenge .)

Chiu explored what the Metaverse means for a retailer such as DFS Group and highlighted exciting Metaverse use cases from Louis Vuitton, Nike, Gucci and Balenciaga. For Chiu, the Metaverse represents the next era of the web. He said: “The Metaverse can lead to gamified learning, communal activities and simulations which can lead to more immersive ecommerce and shopping experiences.”

DFS Group recently launched its first-ever virtual universe – DFS World – in conjunction with the launch of its largest-ever Annual Beauty Campaign. Throughout the campaign, customers were invited to explore the travel retailer’s beauty-themed Metaverse to capture exclusive DFS NFTs. They also discovered interactive experiences, displays and limited-time offers from their favourite beauty brands; and enjoyed an array of exciting in-store activations.

Chiu urged the Trinity to bring the Metaverse into the retail space. He said: “Retailers need to build Metaverse experiences that authentically and meaningfully engage with consumers. DFS Group is developing a strategy that is focused on generating value for our customers and partners. The virtual should be used to enhance the real and physical.

“We need to test initiatives, monitor results and refine the experience. We need to experiment and think about the Metaverse as a holistic consumer experience across the physical, digital and virtual world. Finally, we need to prepare to scale and embed The Metaverse in our business strategy and operating model.”