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Alibaba releases a luxury shopping experience in the metaverse

Alibaba’s luxury shopping platform Tmall Luxury Pavilion releases immersive metaverse experience and Meta Pass, which provides free entry to virtual experience.

Chinese multinational technology company Alibaba plans to delve deeper into the metaverse to provide its customers a more immersive shopping experience.

The main protagonist of this initiative is Alibaba’s luxury shopping platform Tmall Luxury Pavilion, that started in 2017 with the aim of revolutionizing traditional brick-and-mortar shopping experiences using the power of augmented reality and 3D technologies.

The platform, that currently features more than 200 luxury brands, has announced its first more immersive metaverse experience. It entails the release of a virtual fashion show plus releasing the Meta Pass, that provides free entry to the e-commerce giant’s metaverse. This ticket allows the holder to enter premium services like priority product buys and access to brands’ offline activities.

This Meta Pass package involves blockchain-certified digital warrants. Customers can exchange these warrants for rare editions like Bogner’s 90th Anniversary snowboard, an oversized Max Mara jacket from the Fall/Winter 2022 collection, Burberry’s signature Lola bag, and Marni’s fleece-lined Pablo sneakers.

The following step will be an AR fashion show in collaboration with Vogue China and different artists. For instance, Bogner Snow Monster will walk down virtual runways on September 20.

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