Vice Media Group sets its main office in the metaverse

Virtue Worldwide, Vice’s creative agency, has created an office inside the metaverse for Vice Media Group. The virtual building will be home to Vice’s many businesses, including Virtue. And act as a permanent residence for the group in Decentraland, a 3D virtual platform.

Vice Media Group


Virtue Futures created the initiative

Virtue Futures, a specialized innovation branch inside Virtue that helps businesses innovate in new platforms, technologies, and venues, spearheaded the effort.

Last year, Virtue Futures issued Coca-Cola’s NFT, or non-fungible token, as an early demonstration of how brands could use the technology.

Moreover, the area will serve as the agency’s virtual innovation lab, where teams may experiment with NFTs, decentralized autonomous organizations, and Web 3.0. It will be built on Decentraland’s open digital world platform.

“The creative prospects within the metaverse are very exciting. And because we’re already helping businesses traverse this new area, it makes sense to establish an office there ourselves”. Said Morten Grubak, Virtue Futures’ global executive creative director.

The Decentraland headquarters will serve as the central point for Virtue Futures’ global team

The Decentraland headquarters will act as the worldwide headquarters for Virtue Futures. Clients and colleagues can gather in the virtual area for briefings, presentations, and demonstrations of recent projects.

According to a corporate release, the virtual workplace also shows a variety of digital experiments and offers “hidden extras for interested explorers”. Such as a path for emerging creative talent to reach a selection of highly recognized worldwide “Meta-Mentors.”

It will also act as a jumping-off point for digital field study on the sociology of online communities.

Bjarke Ingels Group, the architectural team behind The Pyramid in Manhattan and Google’s Mountain View North Campus, built the virtual edifice.

Vice Media Group CEO Nancy Dubuc noted. “Vice has always been about getting inside culture, traveling to locations where our fans are”. “This is a new frontier full with opportunity, and we’re happy to be pushing the envelope once again.”

Image credits: Shutterstock, CC images, Midjourney, Unsplash.