New Marketing Tool or Powerful Mass Distraction? Regardless of the judgments — heavy ones from Bill Gates who, referring to NFTs, spoke of investments “that are 100% based on the dumbest person theory” — Mark Zuckerberg Grand Metaverse Hotel It doubles rooms at a constant rate. At the moment, one may not attend it, but not know it very well, starting from the origins of this phenomenon. Also because around this massive 3D virtual world, which in 2021 generated more than $3 billion in commerce, it is necessary to build a policy and legal apparatus that protects those who sell, buy or practice new professions in it.
Meanwhile: What is an NFT? “The non-fungible symbol gives digital reproduction the same dignity as the artistic creation, product or intellectual work of a designer or brand, making it recognizable, immutable and collectible by merging with a symbol, a tool capable of verifying the ownership of the work, its origin and the identity of its author.” Alicia Oreima explains, Creative Director, Chief Innovation Officer, and Web 3.0 expert at VisionaryLab, who has been involved in digital and offline marketing and communications for over 20 years. “Each NFT is an original asset, has a limited or unique edition, and often carries with it a link to the real world. Today many brands are associated NFTs Additional facilities, such as the possibility to purchase the tangible product, the right to belong to a community or to receive offers or discounts in advance, the use of the code purchased on its own Metaverses or to access the Metaverse areas reserved only for owners of NFTs. The positives are entered into the smart contract ie Underlying the registration of the NFT on the blockchainIt is a system that is distributed among the various nodes of the network and is organized in the form of a chain of immutable blocks ».
It was 2017 when we started talking about NFTs; I felt it was a gamble seeing another in the aftermath A second life and gods Google glasses. Wrong – wronged – wronged. In less than five years, the Metaverse has literally imploded. “In 2021 there was a real boom,” Auriemma assures, and it is not surprising that everyone jumped on it: from Milan Fashion Week to Salone del Mobile, and from writers like Alexander Bariko For artists such as Jovanotti, Achille Lauro e Mahmud. But there are also Milan, Juventus, Giro d’Italia, Gucci, Dolce & Gabbana and Lamborghini, not to mention the first students who graduated in Metaverse (it happened in July at the Enaudi campus in Turin) and groups how worldofwomen. art which promotes female activism in the Metaverse – a currently male-dominated world – by creating wearable NFT capsules in collaboration with the factory. In the food sector, 900wine.com has developed a special bottle to which an NFT of the same value is attached, while italiaregina.it, A company specializing in Italian food, linked a voucher to an NFT to send home a product at will. SIAE has also announced that it will be exploiting the NFT model To index and manage copyrighted works, and the first bill to archive the entire catalog of Italian historical, artistic and cultural assets on a blockchain is under discussion in Parliament. “When you buy an NFT, you do not have the right to exploit it for economic purposes, but only to own it or, at least, to make a copy for personal use,” explains Auriemma.
However, the value of the NFT goes beyond selling: “The purchase proposal, in fact, no longer comes from the manufacturing companies to the target customers, but it is the users who become an active part in the genesis of the decision-making processes and trends. Hence the urgent need to create a new culture also in terms of communication and management of social channels that exist in the Metaverse Twitter Especially disagreementBorrowed from the gaming world.” How do you explain the 50% drop in sales in recent months? “It is the result of a physiological adjustment after the price of NFTs increased by up to 80% in 2021,” says Auriemma. “Speculators are leaving the market as we head towards maturity.” Even if it is possible to catch a glimpse of the new unknown on the horizon. One for all: The Metaverse doesn’t seem to be the answer to saving the planet from pollution. According to theEthereum power consumption indicatorOne NFT transaction on the Ethereum platform generates approximately 150 kilograms of carbon dioxide, which is equivalent to 331,056 Visa transactions or 24,895 hours spent on YouTube. On the other hand, Auriemma notes, “Especially in environments such as fashion, the possibility of building digital assets that are worn by the individual or even by people through some kind of photographic filter leads to a significant waste reduction in terms of water, raw materials and raw materials as well as second Carbon oxide ». The meta sustainability game must be played.
In the opening image, a frame from the Metaverse Architecture video, studio Refik Anadol for Zaha Hadid Architects, is shown in Seoul at the exhibition Meta-Horizons: The Future Now