{"id":10974,"date":"2023-06-19T08:30:01","date_gmt":"2023-06-19T08:30:01","guid":{"rendered":"https:\/\/bacusevents.com\/el-sector-del-luxe-al-metavers-compraries-un-vestit-digital-intercanviable-per-un-fisic\/"},"modified":"2024-05-01T05:56:51","modified_gmt":"2024-05-01T05:56:51","slug":"el-sector-del-luxe-al-metavers-compraries-un-vestit-digital-intercanviable-per-un-fisic","status":"publish","type":"post","link":"https:\/\/bacusevents.com\/ca\/el-sector-del-luxe-al-metavers-compraries-un-vestit-digital-intercanviable-per-un-fisic\/","title":{"rendered":"El sector del luxe al metavers: compraries un vestit digital intercanviable per un f\u00edsic?"},"content":{"rendered":"<div style='padding-bottom:15px; font-size:40px;' class='av-special-heading av-special-heading-h1  blockquote modern-quote modern-centered  avia-builder-el-0  el_before_av_textblock  avia-builder-el-first   av-inherit-size '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >El sector del luxe al metavers<\/h1><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p><span style=\"font-family: graphik-regular;\">Cercle Fortuny, l&#8217;associaci\u00f3 m\u00e9s representativa de l&#8217;alta gamma a Espanya, va organitzar el seu emblem\u00e0tic Dia Fortuny al voltant dels nous canals.<\/span><\/p>\n<p><!--more--><\/p>\n<\/div><\/section>\n<div class=\"flex_column av_one_full  flex_column_div av-zero-column-padding first  avia-builder-el-2  el_after_av_textblock  el_before_av_one_full  column-top-margin\" style='border-radius:0px; '><p><div  data-size='2048x2048'  data-lightbox_size='large'  data-animation='slide'  data-conditional_play=''  data-ids='6850'  data-video_counter='0'  data-autoplay='false'  data-bg_slider='false'  data-slide_height=''  data-handle='av_slideshow'  data-interval='5'  data-class=' avia-builder-el-3  el_before_av_textblock  avia-builder-el-first   '  data-css_id=''  data-scroll_down=''  data-control_layout='av-control-default'  data-custom_markup=''  data-perma_caption='aviaTBperma_caption'  data-autoplay_stopper=''  data-image_attachment=''  data-min_height='0px'  data-default-height='100'  class='avia-slideshow avia-slideshow-1  av-control-default av-default-height-applied avia-slideshow-2048x2048 av_slideshow  avia-builder-el-3  el_before_av_textblock  avia-builder-el-first    avia-slide-slider '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 56.271981242673%;' ><li  class=' av-single-slide slide-1 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img src='https:\/\/bacusevents.com\/wp-content\/uploads\/2023\/06\/BacusEvents-news-metaverso-lujo.webp' width='1706' height='960' title='BacusEvents-news-metaverso-lujo' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><\/ul><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p><span style=\"font-family: graphik-regular;\">Gaireb\u00e9 cada dia escoltem o llegim noves not\u00edcies sobre el metavers, un univers que promet revolucionar la nostra manera de viure. Conscients d&#8217;aquesta realitat, cada cop s\u00f3n m\u00e9s marques i empreses les que \u201cpassen\u201d al m\u00f3n virtual per explorar les seves possibilitats i oferir els seus productes.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">El sector del luxe ja ha comen\u00e7at a endinsar-se en aquest univers i \u00e9s que, segons una an\u00e0lisi de Morgan Stanley, el 2030 els articles de luxe virtuals mouran uns 50.000 milions de d\u00f2lars.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">L&#8217;alta gamma est\u00e0 entrant de ple als mons virtuals i al web 3.0, portant la digitalitzaci\u00f3 a una nova dimensi\u00f3 en combinaci\u00f3 amb l&#8217;experi\u00e8ncia f\u00edsica.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Cercle Fortuny, l&#8217;associaci\u00f3 m\u00e9s representativa de l&#8217;alta gamma a Espanya, va organitzar el 7 de febrer passat el seu emblem\u00e0tic &#8216;Dia Fortuny&#8217; precisament al voltant d&#8217;aquests nous canals que estan irrompent amb for\u00e7a i que estan creant noves vies per arribar al consumidor, especialment a les generacions I i Z.<\/span><\/p>\n<\/div><\/section><br \/>\n<div style='padding-bottom:20px; font-size:40px;' class='av-special-heading av-special-heading-h2 custom-color-heading blockquote modern-quote  avia-builder-el-5  el_after_av_textblock  el_before_av_textblock   av-inherit-size '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Qu\u00e8 \u00e9s el metavers?  <\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p><span style=\"font-family: graphik-regular;\">Xandra Falc\u00f3, presidenta de Cercle Fortuny, va donar la benvinguda a l&#8217;esdeveniment i va presentar la jornada des del metavers, sorprenent tots els assistents. En un univers virtual va rebre Nacho Pinedo, CEO i cofundador d&#8217;ISDI.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">La presidenta va comen\u00e7ar oferint la definici\u00f3 de metavers que d\u00f3na Wikipedia: &#8220;Un univers post-realitat, un entorn multiusuari perpetu i persistent que fusiona la realitat f\u00edsica amb la virtualitat digital. Es basa en la converg\u00e8ncia de tecnologies, com la realitat virtual (RV) i la realitat augmentada (RA), que permeten interaccions multisensorials amb entorns virtuals, objectes digitals i persones\u201d. Una definici\u00f3 una mica complicada d&#8217;entendre a priori.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Tots dos van fer un salt al nostre univers i va comen\u00e7ar la jornada. Pinedo va definir el concepte de metavers com una &#8220;met\u00e0fora per intentar explicar la nova evoluci\u00f3 d&#8217;internet&#8221;.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Cal tenir en compte que no hi ha una plataforma \u00fanica per al metavers, n&#8217;hi ha de diferents. Tot i que recorda Pinedo que abans tamb\u00e9 hi havia diferents &#8216;internet&#8217; fins que va unificar el protocol.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">El metavers a cada plataforma opera amb diferents motors, regles, interf\u00edcies i models econ\u00f2mics. I, en general, no hi ha interconnectivitat ni interoperativitat entre ells. \u00c9s a dir, no es poden traslladar avatars o objectes de l&#8217;un a l&#8217;altre. Ara b\u00e9, \u201ctot el que estem contemplant ara mateix \u00e9s simplement un &#8216;proof of concept&#8217;\u201d.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Per intentar fer-nos entendre millor el metavers, el CEO d&#8217;ISDI va comentar les claus d&#8217;aquest, que serien:<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Interf\u00edcie dusuari espacial i sensorial. Els usuaris entren a l&#8217;univers virtual mitjan\u00e7ant un avatar que poden personalitzar. A m\u00e9s, utilitzen ulleres o pantalles per traslladar-se i submergir-se al nou espai.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Entorns immersius i oberts. Els desenvolupadors traslladen la realitat a l&#8217;entorn virtual, creant nous mons on hi ha i passen coses.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Interactivitat real. Cada plataforma en marca les regles. Per exemple, si els usuaris poden volar, com es poden relacionar entre ells i amb el seu entorn\u2026<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Economies virtuals natives. Apareixen nous entorns econ\u00f2mics en qu\u00e8 entren els consumidors.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Despr\u00e9s d&#8217;aquesta introducci\u00f3, Esteban Ordano, cofundador de Decentraland, i Alexander Wit, propietari de Lladr\u00f3, van dialogar sobre els diferents metaversos i com podem avan\u00e7ar-nos al que ha de venir.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Ordano va comentar que una de les coses que m\u00e9s funciona \u00e9s l&#8217;\u00edtem &#8216;phygital&#8217;. En qu\u00e8 consisteix? Tu tens un NFT al metavers que \u00e9s un vestit digital i quan vulguis pots canviar-lo per una versi\u00f3 f\u00edsica.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Tamb\u00e9 va explicar que, encara que hi ha diferents mons virtuals, si tens un NFT el pots mantenir tot i que el m\u00f3n on el vas adquirir desaparegui mentre la blockchain segueixi funcional. &#8220;Tens la seguretat que no perdr\u00e0s el teu \u00edtem digital&#8221;.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Despr\u00e9s, Nelly Mensah, cap de Web 3 i Metavers a nivell mundial del grup LVMH va explicar NFTs i web 3.0 a la ind\u00fastria d&#8217;alta gamma.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">&#8220;Les nostres marques tenen una oportunitat \u00fanica d&#8217;infondre el seu ADN a l&#8217;espai web 3&#8221;, va assenyalar. Va continuar explicant que a curt termini hi haur\u00e0 un canvi cap a usos m\u00e9s pr\u00e0ctics.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">A llarg, apunta que impactar\u00e0 tant en persones com en organitzacions: \u201cCanviar\u00e0 com les marques de luxe interactuen amb els seus clients\u201d. L&#8217;experta va comentar que els joves volen cocrear, com veiem que fan amb Nike dissenyant les seves pr\u00f2pies sneakers; a m\u00e9s, apareixeran noves maneres de comprar i les organitzacions hauran d&#8217;acostumar-se a interactuar amb els seus consumidors.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">La web 3 impactar\u00e0 tamb\u00e9 en el talent dins de les empreses, que cercaran nous perfils. A m\u00e9s, les companyies hauran d&#8217;evolucionar els processos i les infraestructures interns.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">En qualsevol cas, aquesta nova web encara ha de fer front a alguns desafiaments com l&#8217;audi\u00e8ncia, que encara \u00e9s molt petita i insuficient per tenir un veritable impacte; haur\u00e0 d&#8217;ampliar el rang d&#8217;habilitats i perfils dels qui participen a la web 3; encara es troba com un mercat especulatiu i cal solucionar problemes t\u00e8cnics.<\/span><\/p>\n<\/div><\/section><br \/>\n<div style='padding-bottom:20px; font-size:40px;' class='av-special-heading av-special-heading-h2 custom-color-heading blockquote modern-quote  avia-builder-el-7  el_after_av_textblock  el_before_av_textblock   av-inherit-size '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Web 3 i alta gamma  <\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p><span style=\"font-family: graphik-regular;\">La transformaci\u00f3 web 3.0 a la ind\u00fastria d&#8217;alta gamma va ser l&#8217;eix central de la taula rodona, moderada per Nacho Pinedo, en qu\u00e8 van participar: Mauro Fuentes, director de M\u00e0rqueting Digital d&#8217;El Corte Ingl\u00e9s; Vanita Sabnani, vicepresidenta de Transformation, Strategy &amp; Creative Lab de Puig; Carmen Huerta, Digital Art Curator; i Roberto Romero, Metaverse Continuum Creative Technologist d&#8217;Accenture.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Per a Fuentes, en el futur, quan anem a comprar una pe\u00e7a, tamb\u00e9 podrem emportar-nos-la en digital. El director de M\u00e0rqueting Digital considera que el metavers aportar\u00e0 un plus pel que fa a l&#8217;experi\u00e8ncia de client en el proc\u00e9s de compra.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">\u201cVeiem el metavers com una extensi\u00f3 del m\u00f3n real\u201d, va apuntar Sabnani. Per ella, aquest \u00e9s igual d&#8217;important, per\u00f2 les empreses han de tenir en compte per qu\u00e8 volen entrar. A futur considera, igual que Fuentes, que funcionar\u00e0 de manera omnicanal.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Segons Romero, quan parlem de metavers i empresa &#8220;parlem d\u00b4una comunitat, d\u00b4una relaci\u00f3 bilateral amb els consumidors&#8221;. Ara b\u00e9, avisa que \u00e9s fonamental tenir clar a qui vendr\u00e0 i el qu\u00e8.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Pel que fa als artistes, Huerta considera que estem en un moment en qu\u00e8 &#8220;poden somiar&#8221;, ja que &#8220;la tecnologia est\u00e0 al servei de l&#8217;art&#8221;. A m\u00e9s, ha comentat que el que est\u00e0 funcionant \u00e9s el &#8216;phygital&#8217;, &#8220;molts artistes treballen en tots dos sentits&#8221;.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Finalment, Sofia Mart\u00ednez-Almedia, s\u00f2cia a G\u00f3mez-Acebo i Pombo, va dialogar amb Emilio Capela, soci de Digital a McKinsey, i van abordar l&#8217;assumpte des d&#8217;una perspectiva jur\u00eddica.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">&#8220;Qu\u00e8 vull aconseguir, a qui vull impactar i quin valor subjacent donar\u00e9&#8221;, s\u00f3n tres preguntes que Capela considera que caldria respondre abans d&#8217;aventurar-se amb aquests projectes. I Mart\u00ednez-Almeida va completar amb &#8220;cal tenir clar quin projecte es vol fer&#8221;.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">A m\u00e9s, van repassar els assumptes legals a qu\u00e8 les empreses han de parar atenci\u00f3 abans de llan\u00e7ar-se als entorns virtuals.<\/span><\/p>\n<p><span style=\"font-family: graphik-regular;\">Finalment, Xandra Falc\u00f3 va clausurar l&#8217;esdeveniment i va donar pas a un c\u00f2ctel i una experi\u00e8ncia virtual que en van poder gaudir els assistents.<\/span><\/p>\n<\/div><\/section><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p><span style=\"font-family: graphik-regular;\">Font &#8211; https:\/\/www.elespanol.com\/dona\/actualitat\/20230208\/sector-metaverso-comprarias-vestido-digital-intercambiable-fisico\/739426225_0.html<\/span><\/p>\n<\/div><\/section><\/p><\/div><div class=\"flex_column av_one_full  flex_column_div av-zero-column-padding first  avia-builder-el-10  el_after_av_one_full  avia-builder-el-last  column-top-margin\" style='border-radius:0px; '><div class='avia-button-wrap avia-button-center  avia-builder-el-11  avia-builder-el-no-sibling  '><a href='javascript: history.go(-1)'  class='avia-button   avia-icon_select-yes-left-icon avia-color-black avia-size-medium avia-position-center '   ><span class='avia_button_icon avia_button_icon_left ' aria-hidden='true' data-av_icon='\ue880' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Enrere<\/span><\/a><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cercle Fortuny, l&#8217;associaci\u00f3 m\u00e9s representativa de l&#8217;alta gamma a Espanya, va organitzar el seu emblem\u00e0tic Dia Fortuny al voltant dels nous canals.<\/p>\n","protected":false},"author":3,"featured_media":10229,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147,159,220,142],"tags":[171,223],"class_list":["post-10974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investigacio","category-luxe","category-metavers","category-news-ca-2","tag-luxe","tag-metavers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.4) - 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