London agency collaborates with metaverse platform Spatial to launch Dirty Laundry

The metaverse — a collection of virtual reality experiences people can access online — has unlocked limitless opportunities for marketers allowing them to explore the future of commerce via virtual worlds. A huge opportunity, given Accenture reports 83 per cent of consumers globally are interested in purchasing goods & services in the metaverse.

For creative agency Cult, this presents an opportunity to rethink its offerings and how teams can work creatively without limits.

Cult has announced an exciting new partnership with community-driven metaverse platform Spatial, to build a virtual hub for educational events and exhibitions that will support brands and creators pioneering in beauty, fashion and luxury.

To celebrate the opening of Dirty Laundry, Cult will host a series of virtual events with Spatial, which aim to ‘Wash Away Your Fears’ of marketing in the metaverse and cut through the noise, hype and confusion which currently surrounds it.

Cult has purposely designed an inclusive space that encourages people to explore and interact; as well as offering regular presentations designed at demystifying the metaverse delivered with selected partners.

Commencing with initial internal training events and showcases, co-run with Spatial, Cult will then host 1:1 brand masterclasses in the space; with the first topic providing a look into how the metaverse will unlock new possibilities for brands to connect to their audiences.

This will be followed by a regular event series focussed on Beauty, Fashion and Luxury; each of which will comprise insight presentations; creator showcases and live talks with open, honest conversation and inspiration about the opportunities for these industries in the metaverse.

Cult’s first public event in the space will be held on June 3rd and showcase ‘The Senses’ - a curated collection of NFTs made by Cult’s internal creative team. The collection, the second of its kind for Cult, is offered exclusively for sale via the sustainable marketplace Voice, and went live for auction on May 18th.

The Senses completes Cult’s cycle of sustainability within the metaverse, with 100 per cent of the proceeds being donated to the artists’ chosen charities.

The Metaverse provides boundless opportunities for brands to generate additional revenues, boost engagement with audiences and unlock consumer hype through exclusive experiences. Yet, many brands have been notably slower in adapting to this new technology.

The infinite possibilities that can be explored has induced fear amongst marketers, ultimately leading them to shy away from an estimated $800bn market in the making. Through this partnership with Spatial, Cult aims to eliminate those meta-fears.

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