3D Platform Threedium Joins Forces with Creative Agency Craft to Launch Virtual Shopping Mall on Decentraland

The launch of the virtual shopping mall will host General Motors’ digital activation in the ongoing Metaverse Fashion Week on Decentraland.
Image source: MVFW

Quick take:

  • The mall houses fully branded boutique stores. 
  • Visitors to the mall can participate in physical and digital drops.
  • Threedium and Craft has opened a metaverse office.

3D platform Threedium has partnered with creative production agency Craft to open a virtual shopping mall as part of the ongoing Metaverse Fashion Week (MVFW) on Decentraland.

The shopping mall will host a collection of fully-branded boutique shops along with 3D wearables from global brands. 

While neither Threedium nor Craft specified which stores the virtual mall will be housing, Tommy Hilfiger, Paco Rabanne, Dolce & Gabbana, Etro, Casablanca, and Prive Porter are amongst some of the fashion brands that are showcasing their collections or opening their own virtual stores at MVFW.

Popular NFT projects like DeadFellaz, FangGang and Mortiverse are also showing at MVFW.

Visitors to the shopping mall will be able to have virtual fashion experiences and participate in physical and digital drops.

Additionally, Threedium and Craft Worldwide are partnering with McCann Detroit to host GM Experience to showcase General Motor’s latest electric vehicle innovation, signalling the beginning of a new era for the GM brand.

GM’s pop-up includes an array of new electric vehicles, giving customers the chance to reserve an EV of their own with just one click. Customers will be able to shop in the same way they do in real life and collect GM wearables as they move between the real world and the metaverse.

Cathay Hackl, the official chair of the MVFW, will appear at the virtual mall’s opening event in hologram form to make a speech. Hackl is one of the most sought-after metaverse and Web3 strategists in the industry and has worked with brands like Clinique, Asprey, P&G, and many more to facilitate their entry into the metaverse.

Hackl will attend the event in avatar form after her live hologram broadcast within the shopping mall. For the broadcast, Threedium and Futures Intelligence worked with 8i, a volumetric capture studio, to deliver her welcoming speech.

The event will also feature McCann Worldgroup’s “MW Presents: Metaverse Can Actually Solve Business Problems” Webinar that debuted last week. The webinar explores how the metaverse can help businesses overcome challenges and why brands should get involved now.

Agustin Ferreira, Decentraland Foundation Leader said, “Threedium’s groundbreaking work in e-commerce is truly setting the standard in the industry. To be able to partner their expertise with the visionary Cathy Hackl, in what is a virtual world-first experience, is a major coup for Fashion Week. It will no doubt be a highlight of the event.”

As part of the partnership, Threedium and Craft Worldwide has also opened its first metaverse office—an incubator space that will be used by brands. Both companies have also joined forces to create an AR clothing line that can be worn by avatars in the metaverse.

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