Charles & Keith is expanding its presence in the metaverse world with the launch of its first virtual world, CharlesKeithHaus, on The Sandbox platform, and has enlisted virtual K-pop artist Apoki to appear.
Pritish Bagdi
Image: Charles & Keith/ Apoki
The virtual world is modelled after the retailer's 'State of Play' spring/summer 2023 campaign and is curated to reflect the spirit of the new collection, right down to the domain's colour palette.
From March 13 to 27, CharlesKeithHaus will offer in-game quests such as quizzes and challenges, such as finding a secret room to redeem a digital wearable of its Petra Curved Shoulder Bag. There will also be an NFT gallery displaying new artworks.
Apoki, South Korea's number one virtual K-Pop artist, will make a special appearance and perform her first single of 2023, 'Mood V5,' while dressed digitally in pieces from Charles & Keith's new collection. Apoki was designed to resemble "a rabbit-like being living somewhere in space" and is trained in K-pop music and dance.
"Apoki is South Korea's most talked-about virtual artist with a global following; she inspires fans to express themselves, much like we aim to spark joy and confidence in women to experiment with fashion," Charles & Keith add in a statement.
The rooftop party will also include a catwalk where guests will be able to see the new collection in "real" time.