Luxury brands, from Louis Vuitton to Moncler, seek to position themselves as part of a larger cultural landscape to ensure their values are more than commercial.
Now even Walmart is expanding its cultural profile and using Web3 in the process.
To celebrate 50 years of hip-hop and the transformative power of black culture, Walmart has teamed up with the folks at Web3's creative studio CryptoLab to launch Cultureverse, an immersive gaming experience set in a cosmic metaverse.
Cultureverse pays homage to hip-hop's early visionaries by exploring the genre's evolution and current cultural resonance through its influence on art, music and fashion.
This experiment aims to increase the accessibility of the technology for designers of color. Walmart is based on Black and Unlimited. A platform designed to empower Black creatives, innovators and entrepreneurs through individually designed programs and collaborations.
"We're always looking for new and innovative ways to connect with our customers in the places and places they spend time," said Justin Breton, director of brand experience and strategic partnerships at Walmart.
"Cultureverse offers a unique opportunity to bring Walmart's Black & Unlimited platform to the virtual world for the first time, all to inspire the next generation of Black creators, entrepreneurs and culture makers and make a real impact in the process."
After introducing brands to sell virtual goods as well as tokens and coins in late 2021, Walmart first entered the Roblox Experience last year. In June, his incubator store No. 8 partnered with Outlier Ventures for an accelerator program for Web3-related startups.
The first creative studio to launch in 2021, CryptoWeb3 brings together people, design, technology and branding with the goal of creating culturally meaningful digital experiences that connect fashion, gaming and entertainment to drive engagement through the Web3. . . And shape the culture.
Last year, to celebrate Pride Month, she collaborated with NYX Cosmetics and L'Oreal's The Sandbox with 8,430 avatars representing different ethnicities, sexual orientations and gender identities, as well as different makeup looks. .
With platforms from SYKY to ZTX launching author support programs, POC Lab's responsibility to protect black authors is highly valued, says POClab co-founder Simon Berry. "Continuing our mission to create meaningful digital connections between brands and consumers, we aim to inspire new black creatives and create an environment of innovation and inclusion."
People of Crypto (POC) Lab was founded by Berry and Akbar Hamid. Key partners and investors include The Sandbox, Animoca Brands, Gaingels, ConcreteRose and Tess Ventures.