Channels and tools
The metaverse is a persistent three-dimensional virtual world, one that keeps existing when the user leaves, where people enter with an avatar to move around, meet, work and buy.
It mirrors the physical world, with streets, shops and meeting places, but removes its limits of space. The word was born in 1992 in Snow Crash, a science-fiction novel by the American author Neal Stephenson, which imagines an endless street where people live a second, digital life; the first mass attempt was Second Life (2003). The term came back to the centre in 2021, when Facebook renamed itself Meta. Among the countries that invested most is South Korea, which made the metaverse a national plan and opened virtual public services, such as the capital's Metaverse Seoul. Where social networks tell physical life as it happens or afterwards, the metaverse is a place where the experience itself happens. Outside gaming, however, this kind of experience has not yet managed to become a stable part of companies' marketing processes.
An example
A fashion brand opens a shop in a virtual world: avatars try on digital garments and can order the real ones, delivered to the door.
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