Jelmoli shows fashion in the metaverse

The store chain Jelmoli is opening the door to the future of shopping. From 8 June, a virtual 3D showroom can be entered at its Zurich warehouse. Students at the STF have created a capsule collection for this in the metaverse, a network of 3D virtual worlds. This project is being supported by Zeam, a marketing agency from Vitznau in the canton of Lucerne specializing in Generation Z.

The individual pieces can be admired through augmented reality goggles floating in the room or on virtual avatars. They are then available to buy exclusively in the metaverse as non fungible tokens (NFTs). Anyone buying a virtual piece will also receive the actual item. Experts will be on hand at the opening event to help in setting up a wallet for the crypto currency Ethereum.

According to a press release, Jelmoli and the STF are bringing together and exploiting the benefits of two worlds - real and virtual - for shopping of the future in their “The Power of Craft” collaborative project. This is “an insight into a future where high street and digital retail are even more seamlessly merged,” as Jelmoli’s CEO Nina Müller explained. “The project therefore brings our understanding of sustainability and omnichannel aspirations to another level.”