The luxury hotel group Oetker Collection enters the metaverse with Drest
LONDON – Oetker Collection, the hotel group behind some of the world’s finest hotels including The Lanesborough, Le Bristol Paris and Hotel du Cap-Eden-Roc, ventures into the metaverse with the game app Drest mode.
The female-led digital platform, founded by former British fashion editor Lucy Yeomans, will allow users to compose looks with pieces from over 250 designer fashion brands for a virtual daily photo challenge with hotels of the Oetker collection in the background.
No more WWD
“I am thrilled to collaborate with Oetker Collection and together usher in a new era for travel experiences in the metaverse. The magnificent properties of the Oetker Collection, in some of the most desirable locations in the world, are truly iconic and synonymous with style and elegance, making them the perfect partner for this latest Drest gaming adventure,” said Yeomans .
Simon Neggers, Senior Vice President of Sales, Marketing and Communications at Oetker Collection, added that the partnership with Drest “allows people to experience Oetker Collection hotels in a fun and immersive way and the interactive challenges really bring the experience to life. escape and the glamor of travel. .”
Drest touted that the partnership marks the first time a luxury hospitality brand “will enable meaningful brand storytelling and discovery through mobile games.”
As part of the game, players will first be transported to the Bristol Paris to create a series of high fashion themed photo shoots. Users will also be able to create a mood board for their virtual stay at the hotel.
Next, users will head to the Hotel du Cap-Eden-Roc in the south of France for a summer holiday shoot with the hotel’s iconic swimming pool as a backdrop, as well as the Château Saint- Martin & Spa near Venice in the hills of the French Alps.
Across the Channel in London, The Lanesborough by Hyde Park Corner will invite users to dress as if attending lunch at the hotel’s new restaurant, The Lanesborough Grill.
The challenge will also be launched at the group’s other hotels, including L’Apogée Courchevel in France; Brenners Park-Hotel & Spa in Baden-Baden; Eden Rock St Barts; Jumby Bay Island in Antigua; Palácio Tangará in São Paulo; The Woodward in Geneva and the Hotel La Palma in Capri the rest of the year.
Since 2020, Drest has collaborated with a host of luxury brands including Gucci, Cartier, Prada, Valentino and Nars on various projects, as well as Natalia Vodianova, Precious Lee, Irina Shayk, Imaan Hammam and Candice Huffine on the charity program of supermodel avatars. .
There are 342 luxury brands on the platform as of July 2022.
Soft launch of the Drest style game with Gucci
Luxury Fashion Game Drest appoints new CEO
Drest dives into fine jewelry and watches – with a little help from Cartier
Sign up for the WWD newsletter. For the latest news, follow us on Twitter, Facebook and Instagram.
Click here to read the full article.