explore how 'meta-hospitality' is taking shape in decentraland through these four projects

decentraland and the future of hospitality 

The mind-bending realm of the metaverse will soon have everything to offer. Take, for example, the rise of virtual real estate development like the Digital Village by l’Oréal or the otherworldly Crystal City by Felipe Escudero. These ‘metaproperties’ are mainly booming in Decentraland, an interactive and 3D virtual world created by Esteban Ordano and Ari Meilich. Launched in 2020, Decentraland offers users the freedom to purchase, sell, and develop digital plots of land using Ethereum as the main currency. This virtual space is composed of 39 self-governing districts, each with a purpose and theme: Gambling (Vegas City), Shopping (Fashion Street), Gaming (Battleground), Architecture (VARC), and much more. To access Decentraland, users must first enter the official website via their desktop, click ‘Start Exploring’, and connect their existing crypto wallet. Once set up, they can create their avatar before entering the ‘game’. Every new player begins their journey in Genesis Plaza, Decentraland’s town square.

Three non-fungible tokens power the program: LAND is the simulated 3D space composing Decentraland and is divided into parcels or estates identified by cartesian coordinates (X, Y,Z). Each parcel is owned by a user and bought via the program’s MANA cryptocurrency token. ‘This gives users full control over the environments and applications that they create, which can range from anything like static 3D scenes to more interactive applications or games,’ writes Decentraland.

Taking part in this property growth in Decentraland is the hospitality industry — bringing hotels, bars & restaurants, and touristic activities to the ever-growing realm of the metaverse. How exactly is this industry taking shape in Decentraland? designboom rounds up four key projects illustrating the anticipated boom in ‘meta-hospitality’. 

‘Crystal City’ by Felipe Escudero in Decentraland | courtesy the design and LEDY

levenverse hotel: a decentraland haven evoking dreamscapes 

Set up in Decentraland’s (see more here) buzzing Fashion District, LEVENverse is envisioned as a fun and immersive virtual hotel environment by LEVEN — a Manchester-based brand seeking to disrupt the hospitality industry as we know it. Built like a dreamscape, with cave-like surfaces invaded by lush flora and enlivened by reflective pools of water, LEVENverse completely reimagines the traditional hotel archetype; the lobby, the bedrooms, and even the lifts are stripped to their essence and molded into new landscapes that foster social and creative interactions, as well as meditative wellbeing.

LEVENverse, a dream-like hospitality concept in Decentraland | image courtesy LEVEN

‘Friends of LEVEN and experts in their field share tools and resources to support physical, emotional, social, spiritual and intellectual health, such as virtual fitness classes with personal trainers and guided meditation sessions – all linked to real-world classes taking place at LEVEN. Just like at Leven, you’ll find spaces for makers, creators and innovators to showcase their work through commissioned NFTs and creative digital experiences. Also, look out for some surprise virtual giveaways,’ writes LEVEN. 

image courtesy LEVEN

image courtesy LEVEN

inside m social, the first hotel to open in the metaverse

On May 5, 2022, Millennium Hotels and Resorts launched M Social Decentraland, the first hotel to operate in the Metaverse. Situated next to Genesis Plaza, the building unfolds as a cubic architecture, with a giant letter M fronting each side of the glazed hotel. At the front, the ‘M Social’ logo is marked in vivid red, steadily counterbalancing the building’s darker black-purple palette. Once inside, an open-plan space comes to life with buzzing neon lighting, suspended beds, and floating platforms to reach higher grounds. A curious-looking receptionist/avatar greets every new player entering M Social Decentraland.

M Social Decentraland facade | image courtesy Millennium Hotels & Resorts

Moreover, each new player is promised an adventure of ‘real-world surprises‘ and the opportunity to ‘connect with like-minded travelers, and escape instantly to an exciting space featuring highlights from buzzing locations like M Social Hotel Times Square New York,’ shares the company. Millennium Hotels and Resorts launched M Social in 2016 as a hotel chain with physical locations in Singapore, Paris, New York, and Auckland. Plans to expand to new cities and develop its metaverse presence are currently underway. 

image: screenshot, M Social Decentraland, courtesy Millennium Hotels & Resorts

rojkind arquitectos’ metadistillery For José Cuervo Tequila

For José Cuervo Tequila, Rojkind Arquitectos enters the metaverse and presents its first completed metadata project, the Metadistillery. In collaboration with a group of experts and designers specializing in digital experiences, Rojkind Arquitectos design a three-dimensional online parallel universe in a video game-like scenario. Here, individuals can adapt an alternate identity to enjoy a host of activities that extend beyond the scope of enjoying tequila in a typical distillery. The natural interior architecture of the José Cuervo Metadistillery, fused with futuristic virtual elements, and the vast structural form is inspired by the roots of the agave plant, which symbolizes both tequila and the importance of Mexican traditions and cultures. When observed the plant nucleus evokes feelings of protection and consolidation, reflected in the architects’ aspiration to utilize the power of the metaverse to create a structural center around which individuals can forge stronger bonds in a distinct game-like virtual reality environment, fostering an inclusive community in the new social context.

image courtesy Rojkind Arquitectos

Having long toyed with design approaches to intangible realities, with the José Cuervo Metadistillery project the architects respond to the function of objects in relation to human needs within specific contexts, while also creating unique intangible experiences through objects and nature. The Mexico City-based firm’s approach to constructing the Metadistillery metaverse system begins with questioning traditional architecture and design methods used for designing physical spaces. The designers extend the disciplinary boundaries of design to digital spaces, creating new unique experiences and making sense of architecture in a virtual context. 

read more on designboom here. 

image courtesy Rojkind Arquitectos

enjoy a cool beer at the META LITE BAR 

Last but not least, American Lager Beer brand Miller Lite joined the world of Decentralalnd with Meta Lite, a virtual drinking hub and the first big game ad in the Metaverse. The neon-infused building invites users to play their favorite bar games, sip virtual pilsners, and mark their night with a photoshoot session at a dedicated photo booth. ‘You’ll even have a chance to win* Free Miller Lite** in the real world for your gameday celebration. All you have to do is pull the golden tap, fill up a pixelated pilsner, and follow the prompts,‘ shares the brand. 

project info:

name: Meta-hospitality in Decentraland | @decentraland_foundation

featured projects: LEVENverse, M Social Decentraland, José Cuervo Metadistillery, Meta Lite Bar