It will also be hasty sociology but yesterday in the Polybius. Uncovering the Metaverse in Hospitality organized by Simone Puorto (for the contents I refer you to the source!) It was interesting to see what emerges in an aggregation in the Metaverse and how digital architecture affects the interaction between individuals:

🔹 The Circle: in that room we could have dispersed randomly, for most of the time we were all arranged in a circle, respecting the proxemics of the physical world (the "Boardroom Lounge" template was very suitable: circular and relaxing arrangement, chosen from the (few) templates available

🔹 Use of 3d objects, nft and wall images made by Simone: we saw the vintage arcade / bar game in the beautiful video presentation of the project (perfect music!) Https://lnkd.in/eAgj-TNs Here it materializes in 3d and serves as an anchor. When we enter an environment, our brain looks for it. Optimal! It was also curious to peek into the room in preparation (I had followed the link after hours by mistake). Everything we saw in the evening was carefully arranged, to involve, to give a sense of identity (even to the group), to create a personal brand, all together.

🔹 I find this way of interpreting and organizing spaces very clever. Personally, I prefer it to the idea of ​​creating digital twins of a hotel, to give hospitality. Overcoming, one could say, the architectural limitations of our own physical hotels. If you recreated the digital twin of my reception, you would find yourself in front of a nice black counter! Obviously it is not useful to create an environment that is also semantically disconnected from the hotel. We wouldn't be here marketing! Concentrating on symbology, on references to reality, exploiting archetypes, using a design studied to put people at ease. Will we soon be looking for architects and interior designers specializing in brand and design thinking? (not developer or builder, who already exist)

🔹 Metaverse Funnel Marketing: with a skilful use of the "portal" functionality, you can link different Spatial spaces (sorry for the repetition!) Of your property and create autonomous or guided tour itineraries, perhaps managed by your reception (human / avatar and, in future, bot / avatar). A meeting like the one yesterday could have continued (by passing all the participants through a "portal" inserted on the fly by the organizers, in a terrace of a penthouse in Dubai, with the right music. Or in a gated NFT room, or even in an area where you can buy celebratory NFT, etc. The show after the show. The call to action in the Metaverse. In fact, for those who stayed until the end, it was liberating to clap and jump (Puorto a dance above the sofa 🔝 ) You could feel the creative tension of participation melting in more people at the same time How will we channel the Hype in the future?

#brand #metaverse #metaversemarketing

Author: Michele Costantini ( linkedin )

Connect With us travelempact.com

Sarà pure sociologia spiccia ma ieri nel Polybius. Uncovering the Metaverse in Hospitality organizzato da Simone Puorto (per i contenuti vi rimando alla fonte!) è stato interessante vedere cosa emerge in un'aggregazione nel Metaverso e come l'architettura digitale influisca sull'interazione tra individui:

🔹 The Circle: in quella sala avremmo potuto disperderci in maniera casuale, per la maggior parte del tempo invece eravamo tutti disposti a circolo, rispettando la prossemica del mondo fisico (molto azzeccato il template "Boardroom Lounge": disposizione circolare e rilassante, scelto tra i (pochi) template disponibili

🔹 Utilizzo degli oggetti 3d, nft e immagini a parete fatto da Simone: il game da salagiochi/bar vintage l'avevamo visto nel bellissimo video di presentazione del progetto (musica azzeccatissima!) https://lnkd.in/eAgj-TNs Qui si materializza in 3d e funge da ancora. Quando entriamo in un ambiente, il nostro cervello ne cerca. Ottimo! E' stato curioso anche sbirciare nella sala in preparazione (avevo seguito il link fuori orario per sbaglio). Tutto quello che abbiamo visto la sera veniva disposto con cura, per coinvolgere, dare un senso di indentità (anche al gruppo), fare personal brand, tutto insieme.

🔹 Trovo questo modo di interpretare e organizzare gli spazi molto intelligente. Personalmente lo preferisco all'idea di creare digital twins di un hotel, per fare accoglienza. Superare, si potrebbe dire, le limitazioni architettoniche dei nostri stessi hotel, fisici. Se ricreassi il digital twin del mio ricevimento, ti troveresti di fronte un bel bancone nero! Ovviamente non è utile creare un ambiente slegato anche semanticamente dall'hotel. Non saremmo qui a fare marketing! Concentrarsi sulla simbologia, sui rimandi al reale, sfruttare archetipi, usare un design studiato per mettere le persone a proprio agio. Presto saremo alla ricerca di architetti e interior designer specializzati in brand e design thinking? (non developer o builder, che già ci sono)

🔹  Metaverse Funnel Marketing: con un uso sapiente della funzionalità "portale", puoi concatenare diversi spazi Spatial (scusa la ripetizione!) di tua proprietà e creare percorsi di visita autonoma o guidata, magari gestita dalla tua reception (umana/avatar e, in futuro, bot/avatar). Un incontro come quello di ieri avrebbe potuto continuare (tramite passaggio di tutti i partecipanti attraverso un "portal" inserito al volo dagli organizzatori, in una terrazza di una penthouse a Dubai, con la musica giusta. Oppure in una sala NFT gated, oppure ancora in un'area dove acquistare NFT celebrativo, etc. The show after the show. La call to action nel Metaverso. Infatti, per chi è rimasto fino alla fine, è stato liberatorio metterci ad applaudire e saltare (Puorto a ballare sopra il divanetto 🔝). Si sentiva la tensione creativa della partecipazione sciogliersi in piu' persone, nello stesso momento. Come canalizzeremo in futuro l'Hype?

#brand #metaverse #metaversemarketing

Connect: travelempact.com

Autore: Michele Costantini ( Linkedin )

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