Introduction
The term “metaverse” has generated an avalanche of slides, pitches, and projections. But years after the initial wave, what remains? For high-end brands, the metaverse is still an unfulfilled promise for many, yet also a tangible laboratory for those who have approached it with intelligence and vision. Beyond the hype, the question is no longer “Will we be there?” but “How are we there and what are we doing there?” Because in luxury, technology cannot afford to appear gratuitous.
The Metaverse as Infrastructure (Not as a Trend)
Today, we are talking about persistent, interoperable 3D environments with increasing levels of immersion. For a metaverse experience to be valuable, it must be:
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Functional and integrated (not isolated from the brand’s digital ecosystem).
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Stable, seamless, and technically flawless.
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Able to generate narrative value, not just aesthetics.
A beautiful but empty environment is a virtual flagship that closes in two months.
Real-World Case: Hyundai and the Immersive Showroom on Zepeto
Hyundai created a virtual showroom on the Zepeto platform, where users can interact with models, customize them, participate in live events, and socialize with other users in a space aligned with the brand’s image. It was not just a simple “3D clone” of the website: it was a place designed to strengthen the community and test the appeal of concepts in the pre-launch phase.
The Benefits—Only If Well Orchestrated
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Superior sensory engagement, if well designed (AR, VR, spatial audio).
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Opportunities for immersive storytelling: non-linear, engaging narrative experiences.
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Proprietary digital assets (e.g., NFTs) that strengthen perceived identity and rarity.
But without a clear strategy, you end up investing in digital worlds that no one visits.
Risks Often Underestimated (Even by Major Investors)
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Overlapping languages: many metaverses look like gaming platforms, unsuited to the tone of luxury.
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Accessibility and device issues: heavy, slow experiences limited to a few niche hardware devices.
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Lack of real KPIs: difficult to measure actual impact on conversion, memorability, or loyalty.
In luxury, form without substance is not avant-garde—it’s just empty scenography.
Conclusion
At LANGA Studios, we see the metaverse as a means, not an end. We integrate it only when it can expand the brand’s identity in coherent, sophisticated, and tangible ways. We do not create digital worlds to impress; we design them to serve imagination. Because in luxury, every technology must be real—or it is nothing at all.