After unveiling Silver beer in the Decentraland metaverseHeineken takes the opposite route, and opens the world‘s first Meta-Bar in Milan, a temporary bar that tries to stay on the border between real and virtual.
From 7 to 10 April, the Meta-Bar (which really exists and is in the area of the Caselli Daziari, in Piazza Sempione) will host moments of entertainment related to the world of music, art and innovation: “This installation reflects the innovative and distinctive approach of our brand – explained Jan Bosselaers, marketing director of Heineken Italia – We started from the metaverse to arrive in Milan with an installation that perfectly summarizes this path and that looks to the future and to the new generations “.
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In practice, this means that every single element in the Meta-Bar was designed for give the illusion of entering the metaverse: outside there is a bouncer avatar that allows access to the room; inside, the DJ station will show guests both live and in the avatar version, there are screens showing what is happening on Decentraland and mirrors that transform the clothes of those who reflect. It’s still: holograms behind the counter, real and virtual barmen, digital menus and apps to choose the music according to the mood of the evening. And of course there will be the new Heineken Silver, which according to the company has “a less bitter aftertaste and more accessible to all”.
Among the guests announced for the 4 evenings of the Meta-Bar are the pianist, composer and producer Dardust (on April 7), La Pina, Diego and La Vale by Radio Deejay (April 8)the comedian Valerio Lundini (April 9) and Alessandro Malossi, digital artist, together with Marco Cartasegna, founder of Torcha (April 10).