Amorepacific to open 'New Beauty Land' in metaverse for fashion week

Amorepacific will open a metaverse space dubbed “New Beauty Land” in line with the platform Decentraland’s 2023 Metaverse Fashion Week from March 28 to 31. New Beauty Land’s exterior motif lies in Amorepacific’s headquarters in Yongsan...

Amorepacific will open a metaverse space dubbed "New Beauty Land" in line with the 2023 Metaverse Fashion Week from March 28 to 31. [AMOREPACIFIC]

Amorepacific will open a metaverse space dubbed “New Beauty Land” in line with the platform Decentraland’s 2023 Metaverse Fashion Week from March 28 to 31.

New Beauty Land’s exterior motif lies in Amorepacific’s headquarters in Yongsan District, central Seoul. The space consists of three floors formatted under the cosmetic company’s vision of “Live Your New Beauty.”

The first floor is a pop-up booth consisting of a photo zone with quests in which global visitors can participate. The second floor will showcase Amorepacific’s iconic facial brands such as Sulhwasoo, Innisfree and Laneige, and the third floor will feature 12 nonfungible token (NFT) artworks which the company selected in its previously held contest “Colors of New Beauty.”

“Decentraland’s New Beauty Land is an opportunity to introduce Amorepacific’s vision and our brands to global consumers,” said Joo Hyo-jung, senior vice president of digital strategy at Amorepacific. “We plan to showcase a variety of projects based on web 3.0 after New Beauty Land.”

Decentraland celebrates the second edition of Metaverse Fashion Week this year, under the slogan of “Future Heritage” to connect concepts of tradition and novelty. Global brands such as Dolce & Gabanna, Tommy Hilfiger, DKNY and Monnier Paris will participate in the event.

BY LEE JAE-LIM [lee.jaelim@joongang.co.kr]