Mediahub Worldwide決定在元宇宙租用辦公空間,而非購(gòu)置數(shù)字地產(chǎn),并且僅用兩天時(shí)間就完成了虛擬辦公樓的建設(shè)工作。
埃培智集團(tuán)(Interpublic Group)是這家總部位于紐約的全球媒體購(gòu)買、策劃?rùn)C(jī)構(gòu)的母公司。Mediahub的客戶包括Netflix、Chipotle、摩根士丹利(Morgan Stanley)、E-Trade和NBA。該公司近期通過推特(Twitter)發(fā)布公告稱,其已于最近入駐去中心化3D虛擬現(xiàn)實(shí)平臺(tái)——Decentraland。
Mediahub研發(fā)實(shí)驗(yàn)室的高級(jí)副總裁兼創(chuàng)意總監(jiān)西蒙·埃德蒙茲表示,Mediahub建設(shè)虛擬辦公樓的目的之一是熟悉元宇宙,進(jìn)而為客戶提供幫助,不過在此過程中,他們也逐漸意識(shí)到,只憑言辭幾乎不可能解釋清楚元宇宙究竟為何物,必須將其呈現(xiàn)在客戶眼前。
他說:“每個(gè)人對(duì)元宇宙的熟悉程度各不相同,所以解釋起來非常困難。在接觸到技術(shù)細(xì)節(jié)之后,比如元宇宙與區(qū)塊鏈、以太坊(Ethereum)的關(guān)系,或者Decentraland的內(nèi)部貨幣‘Mana’,大多數(shù)人都會(huì)望而卻步,因?yàn)橐私獾臇|西實(shí)在太多了。為了大幅降低人們體驗(yàn)元宇宙的難度,我們決定打造這個(gè)虛擬空間。”
埃德蒙茲在介紹時(shí)指出,Mediahub自今年11月開始對(duì)進(jìn)軍元宇宙展開討論。不過元宇宙里的“土地”價(jià)格似乎是一大障礙,動(dòng)輒上百萬美元的售價(jià)令人咋舌,也讓公司的財(cái)務(wù)團(tuán)隊(duì)頗為顧慮。在此背景之下,該公司開始考慮以租代購(gòu)。埃德蒙茲稱:“這個(gè)行業(yè)里也有中介,作為第三方,他們會(huì)把想要‘租地’的用戶介紹給‘地主’。我們用以太幣租了一塊‘地’,定金則存放于托管賬戶之中。相較‘買地’成本,租金要低廉的多,每個(gè)月只需不到400美元,我們老板對(duì)此頗為滿意。”
他表示,雖然Mediahub并不擁有‘土地’產(chǎn)權(quán),但擁有虛擬建筑的所有權(quán)和管理權(quán)。他們可以巡視這塊“土地”,還能夠在確定最終方案前迭代多個(gè)版本。建設(shè)辦公室、執(zhí)行租約的過程“花了點(diǎn)兒時(shí)間,大概兩天左右。”埃德蒙茲說。“如果從更宏大的角度來看,這種速度并不慢。但是如果建筑比較簡(jiǎn)單,那么只需幾個(gè)小時(shí)即可完成。比如說,假設(shè)某家車企想要展示一款全新車型,那么他們只需直接將其‘放進(jìn)’元宇宙之中即可。”
Mediahub辦公大樓的每一層的主題都不同。埃德蒙茲表示,一樓的作用是向參觀者介紹公司、闡明公司的使命。“二樓則將設(shè)置一些旋轉(zhuǎn)展示的藝術(shù)品。我們此前已經(jīng)在與一些未得到充分肯定的藝術(shù)家展開合作,例如我們波士頓辦公室墻面上的藝術(shù)品均經(jīng)過精心設(shè)計(jì),而不是隨便找個(gè)人進(jìn)來畫畫。”埃德蒙茲說。2022年1月,該公司將幫助藝術(shù)家們?cè)谠钪嬷羞M(jìn)行首次NFT投放。同時(shí),Mediahub的Discord頻道將成為其招募下一代人才的招聘平臺(tái)。
如果你正在考慮涉足元宇宙,你首先應(yīng)該考慮的問題就是:“作為一個(gè)品牌或一家公司,我們?nèi)绾尾拍軌驅(qū)⒉糠煮w驗(yàn)帶到虛擬空間之中?”他說。“我們不能只是為了在元宇宙中開設(shè)門店而開設(shè)門店。過去只有推特和Facebook(現(xiàn)已改名為Meta——編注),我們可以很輕松地進(jìn)入每一個(gè)平臺(tái)。但現(xiàn)在我們必須做出明智的決定。”
埃德蒙茲表示,如果你想在精通技術(shù)的用戶群(他們很可能收入也較高)面前露一手,那么元宇宙可能就是一個(gè)不錯(cuò)的選擇。他說:“如果某家公司的產(chǎn)品迭代是3D圖像,那么在元宇宙中進(jìn)行體驗(yàn)就會(huì)獲得很好的效果。”(財(cái)富中文網(wǎng))
譯者:梁宇
審校:夏林
Mediahub Worldwide決定在元宇宙租用辦公空間,而非購(gòu)置數(shù)字地產(chǎn),并且僅用兩天時(shí)間就完成了虛擬辦公樓的建設(shè)工作。
埃培智集團(tuán)(Interpublic Group)是這家總部位于紐約的全球媒體購(gòu)買、策劃?rùn)C(jī)構(gòu)的母公司。Mediahub的客戶包括Netflix、Chipotle、摩根士丹利(Morgan Stanley)、E-Trade和NBA。該公司近期通過推特(Twitter)發(fā)布公告稱,其已于最近入駐去中心化3D虛擬現(xiàn)實(shí)平臺(tái)——Decentraland。
Mediahub研發(fā)實(shí)驗(yàn)室的高級(jí)副總裁兼創(chuàng)意總監(jiān)西蒙·埃德蒙茲表示,Mediahub建設(shè)虛擬辦公樓的目的之一是熟悉元宇宙,進(jìn)而為客戶提供幫助,不過在此過程中,他們也逐漸意識(shí)到,只憑言辭幾乎不可能解釋清楚元宇宙究竟為何物,必須將其呈現(xiàn)在客戶眼前。
他說:“每個(gè)人對(duì)元宇宙的熟悉程度各不相同,所以解釋起來非常困難。在接觸到技術(shù)細(xì)節(jié)之后,比如元宇宙與區(qū)塊鏈、以太坊(Ethereum)的關(guān)系,或者Decentraland的內(nèi)部貨幣‘Mana’,大多數(shù)人都會(huì)望而卻步,因?yàn)橐私獾臇|西實(shí)在太多了。為了大幅降低人們體驗(yàn)元宇宙的難度,我們決定打造這個(gè)虛擬空間。”
埃德蒙茲在介紹時(shí)指出,Mediahub自今年11月開始對(duì)進(jìn)軍元宇宙展開討論。不過元宇宙里的“土地”價(jià)格似乎是一大障礙,動(dòng)輒上百萬美元的售價(jià)令人咋舌,也讓公司的財(cái)務(wù)團(tuán)隊(duì)頗為顧慮。在此背景之下,該公司開始考慮以租代購(gòu)。埃德蒙茲稱:“這個(gè)行業(yè)里也有中介,作為第三方,他們會(huì)把想要‘租地’的用戶介紹給‘地主’。我們用以太幣租了一塊‘地’,定金則存放于托管賬戶之中。相較‘買地’成本,租金要低廉的多,每個(gè)月只需不到400美元,我們老板對(duì)此頗為滿意。”
他表示,雖然Mediahub并不擁有‘土地’產(chǎn)權(quán),但擁有虛擬建筑的所有權(quán)和管理權(quán)。他們可以巡視這塊“土地”,還能夠在確定最終方案前迭代多個(gè)版本。建設(shè)辦公室、執(zhí)行租約的過程“花了點(diǎn)兒時(shí)間,大概兩天左右。”埃德蒙茲說。“如果從更宏大的角度來看,這種速度并不慢。但是如果建筑比較簡(jiǎn)單,那么只需幾個(gè)小時(shí)即可完成。比如說,假設(shè)某家車企想要展示一款全新車型,那么他們只需直接將其‘放進(jìn)’元宇宙之中即可。”
Mediahub辦公大樓的每一層的主題都不同。埃德蒙茲表示,一樓的作用是向參觀者介紹公司、闡明公司的使命。“二樓則將設(shè)置一些旋轉(zhuǎn)展示的藝術(shù)品。我們此前已經(jīng)在與一些未得到充分肯定的藝術(shù)家展開合作,例如我們波士頓辦公室墻面上的藝術(shù)品均經(jīng)過精心設(shè)計(jì),而不是隨便找個(gè)人進(jìn)來畫畫。”埃德蒙茲說。2022年1月,該公司將幫助藝術(shù)家們?cè)谠钪嬷羞M(jìn)行首次NFT投放。同時(shí),Mediahub的Discord頻道將成為其招募下一代人才的招聘平臺(tái)。
如果你正在考慮涉足元宇宙,你首先應(yīng)該考慮的問題就是:“作為一個(gè)品牌或一家公司,我們?nèi)绾尾拍軌驅(qū)⒉糠煮w驗(yàn)帶到虛擬空間之中?”他說。“我們不能只是為了在元宇宙中開設(shè)門店而開設(shè)門店。過去只有推特和Facebook(現(xiàn)已改名為Meta——編注),我們可以很輕松地進(jìn)入每一個(gè)平臺(tái)。但現(xiàn)在我們必須做出明智的決定。”
埃德蒙茲表示,如果你想在精通技術(shù)的用戶群(他們很可能收入也較高)面前露一手,那么元宇宙可能就是一個(gè)不錯(cuò)的選擇。他說:“如果某家公司的產(chǎn)品迭代是3D圖像,那么在元宇宙中進(jìn)行體驗(yàn)就會(huì)獲得很好的效果。”(財(cái)富中文網(wǎng))
譯者:梁宇
審校:夏林
Mediahub Worldwide decided to rent space in the metaverse instead of buying digital real estate, and the process of getting into their virtual digs took just two days.
Interpublic Group is the parent company of the global media buying and planning agency headquartered in New York. Mediahub's clients include Netflix, Chipotle, Morgan Stanley, E-Trade, and the NBA. The company shared on Twitter that its one of the newest residents of Decentraland, a decentralised 3D virtual reality platform.
Simeon Edmunds, SVP and creative director of Mediahub’s R+D Lab, said the exercise was partly about getting familiar with the metaverse so it could help clients, but also realizing it's almost impossible to tell clients about the metaverse—you need to show them.
“It was really hard to explain it because but everybody has different levels of familiarity,” he said. When you get into the nuts and bolts of the technology, like it’s connected to the blockchain, involved Ethereum, and “there’s an internal currency for Decentraland, which is called Mana, most people just shut down because it’s way too much,” Edmunds said. “We built the space because it's much easier to just drop them into it,” he said.
The company began discussing joining the metaverse in November, Edmunds said. But the land price can seem like a hurdle, especially when you hear of it being sold in the millions, which Mediahub’s finance team was concerned about, he explained. That led to the option to rent. “There's third parties that will connect somebody who owns the property was someone who's interested in leasing it,” Edmunds said. “We executed a lease with Ethereum, and they're holding our deposit in escrow. It's not even that expensive. It was less than $400 month, which my bosses were happy with.”
Although Mediahub’s space is owned by someone else, the company has virtual building rights and management rights, he said. They were able to walk through the property, going through a few different versions before settling on one. The process of the build and executing the lease, “took a little while, about two days,” Edmunds said. “In the greater scheme of things, that’s fast. But a simple build could be done in hours.” For example, a car company wanting to show off a new model can just drop it in the metaverse, he said.
Each floor of Mediahub's office is dedicated to a different theme. The first floor introduces visitors to the company and explains its mission, Edmunds said. “On the next floor we're going to have rotating art installations,” he said. “We’re already working with underrepresented artists as a company.” For example, “the art on our walls in the Boston office is curated versus just having someone come in and paint them,” he noted. In January, the company will help artists with their first NFT drop in the metaverse, Edmunds said. Meanwhile, the Mediahub Discord channel will serve as a recruiting space for next-gen talent.
If you’re considering entering the metaverse, the first question you should ask is, “What do we do as a brand or company that we could potentially bring part of that experience into a virtual space?” he said. “You don't need a storefront in the metaverse just to have one. It used to be easy to be on every single platform when it was just Twitter and Facebook. But now you have to make smart decisions.”
And if you want to get in front of a tech savvy audience, most likely with higher incomes, the metaverse may be useful, he said. For example, "if a company has 3D images that are iterations of their products, that could be interesting to play with in the metaverse,” Edmunds said.