Van Heusen enters metaverse to leverage immersive experience

Van Heusen of Aditya Birla Fashion and Retail Ltd (ABFRL) has collaborated with PartyNite Metaverse to create a virtual performance space for the musical extravaganza called ‘Van Heusen Metaplay’. Concertgoers can purchase virtual branded Van Heusen outfits from the Van Heusen store at Metaverse and then wear them on their way to the performance.

Vocalist Ashwin Gopakumar, Guitarist Achyuth Jaigopal, keyboardist Palee Francis and drummer Pai Sailesh will perform in the 30-minute concert spectacular, playing six popular songs from the Metaverse.

Concertgoers can dress up in Van Heusen-branded virtual apparel at the Van Heusen store in the Metaverse before heading to the concert experience.

Speaking about this unique event, Abhay Bahugune, Chief Operating Officer-Van Heusen, Aditya Birla Fashion & Retail Ltd. said, “As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers. Fashion in the metaverse is poised to emulate what we already see in day-to-day life; it’s engaging to dress up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of fashion, music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first-ever fashion brand to enter the Metaverse in India with such an immersive experience.”

Rajat Ojha, CEO, Partynite Metaverse said, “From marketplaces filling in the gaps in streaming services to full-blown NFT bands, the metaverse is ushering a new dawn for brands in terms of consumer engagement and fashion as an industry can mine gold on the metaverse, it fits in seamlessly. With the metaverse, we will be able to push the envelope further. Not just see and buy but experience and buy is the name of the game. We as a metaverse platform are here to bring in a step-change and enable brands to use technology to communicate, express themselves and create shopping opportunities for consumers in the near future.”

Registration link for show to be held on 2nd February 2023 at 6 pm –Van Heusen MetaPlay – Ft. When Chai Met Toast (insider.in)