Clarks launches Clarks Arcade entertainment hub, within Metaverse Fashion Week 2023
- Monday, April 3rd, 2023
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Shoe brand, Clarks, has launched an immersive entertainment hub, Clarks Arcade, within Metaverse Fashion Week 2023 (MVFW23). It’s part carnival, part rooftop nightclub, and offers nostalgic activities such as Clarks-themed arcade games, dance battles, and opportunities to win unique wearables.
MVFW23 occurs inside Decentraland’s Luxury District, developed by Threedium. 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 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, 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 Torhill sole.
“This is another energetic step into the Metaverse for Clarks, showcasing our newest shoe icon, Torhill, and the ever-classic Wallabee through a fun, engaging experience for Decentraland citizens,” said Clarks’ Chief Marketing and Digital Officer, Tara McRae. “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.”