Entering the Metaverse for the second time, the iconic British shoe brand has combined almost 200 years of expert craft with pioneering innovation to create an immersive entertainment hub, Clarks Arcade.
This one-of-a-kind brand experience is part carnival, part rooftop nightclub offering nostalgic activities such as Clarks-themed arcade games, dance battles and opportunities to win unique wearables based on our iconic silhouette.
MVFW23 occurs inside Decentraland’s Luxury District, developed by Threedium, where global brands such as Clarks have chosen to house virtual brand experiences.
The curatorial theme Future Heritage of MVFW23 is dedicated
to engaging digital designers with fashion institutions and illuminating the connection between innovation and tradition.
At the centre of the Clarks Arcade is the Helter-Skel’TOR’, an amusement park replica of the iconic Somerset landmark synonymous with the Clarks brand in Glastonbury, England. Inside the Helter Skel’TOR’, users will find two gaming zones, The Wallabee Game Zone and Torhill Amusements, unique entertainment spaces that pay homage to the brand’s famous products and brand stories.
The Clarks Arcade will feature geometric shapes and patterns that take inspiration from its products, with triangular shapes implemented to represent the famous Clarks Originals fob, whilst repeated horizontal lines will reflect the distinctive Torhill sole.
“This is another energetic step into the Metaverse for Clarks,” explains Clarks’ chief marketing and digital officer, Tara McRae. “Showcasing our newest shoe icon Torhill and the ever-classic Wallabee through a fun, engaging experience for Decentraland citizens. Being a part of Metaverse Fashion Week not only allows us to highlight our products, but it also enables us to immerse our fans in our brand in a way like never before.
This year’s Future Heritage theme invites us to pay homage to our roots. I think Clarks Arcade perfectly depicts our rich history and who we are today; an iconic shoe brand that continues to push the boundaries of unique style and innovation.”
The SS23 collection will be available in store and online at www.clarks.co.uk
Access game here: https://play.decentraland.org
