Audemars Piguet and TAG Heuer agency buys one million square foot plot in the metaverse


What I am about to tell you makes little sense to me, but I get a tingling sensation it will be important.

Al Dente, an ad agency that has created campaigns for the likes of Audemars Piguet and TAG Heuer, has bought a one million square feet plot in the metaverse.

Womenswear Daily reports that the world-wide agency is calling the metaverse “the next promised land for luxury brands after China”.


We are all likely to have heard of the metaverse after Facebook renamed its parent organization Meta.

But what is it?

For help, I turn to Wired, the bible of all things futuristic.

“Broadly speaking, the technologies that make up the metaverse can include virtual reality—characterized by persistent virtual worlds that continue to exist even when you’re not playing—as well as augmented reality that combines aspects of the digital and physical worlds. However, it doesn’t require that those spaces be exclusively accessed via VR or AR. A virtual world, like aspects of Fortnite that can be accessed through PCs, game consoles, and even phones, could be metaversal,” a Wired explainer says.

Full article here.

Back to Al Dente’s real estate grab in the metaverse. “Our aim is to embrace the infinite brand experiences and business opportunities,” suggests Al Dente’s president and founder Patrizio Miceli. His aim is to help clients “develop their cultural aura in the metaverse” by expanding their consumers’ experiences into this new territory.

Al Dente’s one million square foot plot is within a blockchain-based gaming world called The Sandbox, which describes itself as “an expansive metaverse to play, build, own and monetize your virtual experience.”

It is divided into 166,464 pieces called Lands, each of which are secured as NFTs registered on the public Ethereum blockchain, the equivalent of a real world land registry.

As virtual avatars roam around The Sandbox, they can encounter both games, other gamers or brands.

Atari was an early mover, securing space for a branded virtual theme park last year.

If consumers start spending substantial amounts of time in metaverse worlds such as Sandbox, they can be targeted with personalized advertising.

The price paid by Al Dente has not been disclosed, but it pays to move early on this stuff.

They used to say buy land, it is the only thing you cannot make more of it. That may not be so true today.

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