Six.N.Five for The Row by Everyrealm and Alexander Team, US
New York City and Miami – With growing buzz around virtual real estate, The Row is a development of fictional metaverse properties designed by artists, and only accessible to NFT-holding members.
The brainchild of real estate brokerage Alexander Team and launched by metaverse real estate development company Everyrealm, The Row is described as a master-planned real estate development, where design-conscious collectors can purchase virtual residences. It launches with daring digital dwellings designed by six artists, including Six N. Five studio, Misha Kahn and Daniel Arsham.
‘The metaverse has no physics, no weather, and no limitations other than human ingenuity.' says Janine Yorio, CEO of Everyrealm. 'The Row brings together visionary artists best known for their architectural landscapes and collectors seeking a unique, limited edition residence that they can deploy across many different metaverses over time.’
The Row demonstrates how the notion of gated communities that exist IRL will be translated online in the future, allowing the metaverse to carve niches zones for design-conscious or affluent audiences. For more future directions in luxury lifestyles, join us for our Luxury & Hospitality Futures event on 8 September.
London – To mark the opening of hotels in London and America, CitizenM is transforming the windows of its new properties into a public art exhibition. The hospitality company has tapped photographer Amber Pinkerton to create realistic portraits of guests sleeping that allude to the deep rest each of its hotels promises.
The images, which show guests in various states of undress – some in pyjamas, others dozing off in their clothing while surrounded by mementos from the night before – are purposefully unfiltered. Instead of ‘beauty sleep’, the company is depicting what real relaxation looks like. 'We wanted to show how people actually snooze, to create honest (and therefore more engaging) portraits of sleep – dribble and all,’ says Adam Morton-Delaney, director of KesselsKramer, the agency behind the campaign.
By creating visceral visuals, the company is tapping into the Sensorial Strategies that we explored in Innovation Debrief, where brands translate the sensation of particular feelings through their marketing campaigns.
Citizens of Sleep campaign by KesselsKramer and photography by Amber Pinkerton for citizenM, UK & US
