Architecture, online media, and Web3 are clashing as cultural media platform Vice collaborates with Bjarke Angels Group (BAG) architects to construct a virtual HQ in the Decentraland metaverse. Viceverse, the new digital structure, will serve as the innovation hub for the company’s creative culture agency, Virtue.
In addition to its innovation lab-like capabilities, Viceverse will basically function as a new virtual office for Virtue, allowing the company arm to explore new ways to engage with their portfolio of high-profile customers, which includes Coca-Cola and Beats by Dre, according to Vice.
BAGS’ design for Viceverse is one-of-a-kind, since it revolves around a ‘parametric wayfinding tunnel’ embedded within a bigger cube-shaped façade. To begin, the structure will include two storeys, one of which will be hidden, as well as an NFT gallery and a variety of additional interactive and useful rooms. As the project progresses, an additional 10 levels will be constructed, as well as ongoing renovations to each floor.
Morten Grubak, Vice’s creative director, has recently remarked on what Viceverse will add to the media outlet: “It’s not just about getting in there and planting a flag, we wanted to do it in style with aesthetics and ideas while developing, therefore we partnered up with BIG.” It only made logical to create a location for ourselves where we could allow customers and colleagues to dip their toes in the water without launching a large-scale campaign. That is why we established an office.”
Viceverse will also include particularly designated areas for experiments with DAOs and Web3 technology, which aligns with Virtue’s new co-president, Chris Garbutt, who aims to grow the virtual world indefinitely.