LONDON: Virtue Worldwide, Vice’s creative agency, has created an office inside the metaverse for Vice Media Group. The virtual building will be home to Vice’s many businesses, including Virtue, and act as a permanent residence for the group in Decentraland, a 3D virtual platform.
The initiative was created by Virtue Futures, a dedicated innovation division within Virtue that helps brands to innovate in new platforms, technologies and spaces.
Last year, the Virtue Futures division launched Coca-Cola’s first NFT, or non-fungible token, marking one of the first examples of how brands and agencies can use the technology.
Built in Decentraland’s open digital world platform, the space will serve as the agency’s virtual innovation lab where teams can experiment with NFTs, decentralized autonomous organizations and Web 3.0.
“The creative opportunities within the metaverse are hugely exciting and as we’re already helping brands navigate this new space, it makes sense to have an office there ourselves,” said Morten Grubak, global executive creative director at Virtue Futures.
The Decentraland headquarters will serve as the central point for Virtue Futures’ global team. Clients and collaborators can meet for briefings, presentations, and demonstrations of recent projects in the virtual space.
The virtual office also showcases a range of digital experiments and has “hidden extras for curious explorers,” such as a route for young creative talent to reach a selection of highly acclaimed global “Meta-Mentors,” according to a company statement.
It will also serve as a launchpad for digital field research into the sociology of digital communities.
The virtual building is designed by Bjarke Ingels Group, the architectural firm behind The Pyramid in Manhattan and Google’s Mountain View North Campus.
“Vice has always been about being inside culture, going to places where our audiences are,” said Nancy Dubuc, CEO of Vice Media Group. “This is a new frontier filled with potential and once again, we’re proud to be pushing the boundaries.”
Vice Media Group creates headquarters in the metaverse
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Vice Media Group creates headquarters in the metaverse
- Virtual office to serve as permanent home to all Vice Media businesses
Hezbollah says Israeli strike killed Al-Manar TV presenter in southern Lebanon
- The Israeli military said later on Monday that Al-Din was a Hezbollah militant who recently worked to rehabilitate the group’s artillery capabilities in southern Lebanon
The Lebanese armed group Hezbollah said on Monday that an Israeli strike in the country’s south killed TV presenter Ali Nour Al-Din, who worked for the group’s affiliated Al-Manar television station.
The group said the killing portends “the danger of Israel’s extended escalations (in Lebanon) to include the media community.”
The Israeli military said later on Monday that Al-Din was a Hezbollah militant who recently worked to rehabilitate the group’s artillery capabilities in southern Lebanon.
Israel and Lebanon agreed to a US-brokered ceasefire in 2024 to end more than a year of fighting between Israel and Hezbollah, which culminated in Israeli strikes that severely weakened the Iran-backed militant group. Since then, the sides have traded accusations over ceasefire violations.
Lebanon has faced growing pressure from the US and Israel to disarm Hezbollah. The group’s leaders fear that Israel could dramatically escalate strikes across the battered country, aiming to push the Lebanese government for quicker action to confiscate Hezbollah’s arsenal.
