Under the development of virtual technology and repeated epidemics, luxury brands try to create a unique consumption experience in the digital ecology and maintain communication with users.
Recently, Dior cooperated with Meta Media to create a meta-universe exhibition - "ON THE ROAD" at Baidu's Meta Ziwu meta-universe house. The exhibition is based on the spiritual core of the Dior Menswear Fall 2022 menswear collection. With the help of Metaverse technology, the new season of menswear collections is presented in the virtual world through an interactive experience.

Metaverse Exhibition "On the Road"

Yuanyuzhiwu was built by Ma Yansong, a famous Chinese architect and founder of MAD Architects. The epidermis of Shiya's "architecture" resembles the skin of sea creatures, translucent and shimmering. The space inside the "architecture" is a brand new time and space, without the constraints of gravity, constantly changing with time and content. Ma Yansong called the design concept of the work "organic growth", which symbolizes the courage of the younger generation to move forward.

Baidu Metaverse

2022 marks the centennial of author Jack Kerouac. Dior Menswear Artistic Director Kim Jones (KIM JONES) created the 2022 autumn menswear collection based on Kerouac's representative work "On the Road" as inspiration. Visitors can see the famous "On The Road" manuscript in the Dior Metaverse exhibition.

Dior Men's Fall 2022 Collection

In addition to celebrating the free spirit of "On the Road," Jones also used the novel to pay homage to Dior's past. The novel was published in 1957, the same year the brand founder Christian Dior died.
This isn't Dior's first foray into the virtual world. In 2021, the company partnered with ReadyPlayerMe. After creating a custom avatar, players can explore the Dior-centric environment and have the opportunity to purchase fragrances.
The rise of digital virtual worlds is an exciting opportunity for brands, brand strategist Wizz Selvey doesn’t think digital will take over the real world, “but I think they [virtual worlds] will become very important, especially for young people Say."
Aslada Gu, Director of Product Innovation at Gusto Luxe, said that China is home to some of the world's largest tech giants as well as digitally savvy consumers, and by 2025, it will account for two-thirds of the global luxury market. For brands, It seems like the perfect ecosystem to explore this new frontier. As the influx of users continues to increase, so will regulations on the digital ecosystem. How can luxury brands make the most of these emerging technologies in the Chinese market? While strategy and execution may differ from other markets, the opportunities for luxury brands in this space cannot be ignored.