Clarks, the iconic British shoe brand, has entered the Metaverse for the second time with the launch of Clarks Arcade, an immersive entertainment hub that combines almost 200 years of expert craft with pioneering innovation. The brand experience is part carnival, part rooftop nightclub and offers nostalgic activities such as Clarks-themed arcade games, dance battles and opportunities to win unique wearables based on their iconic silhouette.
MVFW23 takes place inside Decentraland’s Luxury District, developed by Threedium, where global brands, including Clarks, have chosen to house virtual brand experiences. The curatorial theme, Future Heritage, of MVFW23 is dedicated to engaging digital designers with fashion institutions and illuminating the connection between innovation and tradition.
At the centre of the Clarks Arcade is the Helter-Skel’TOR’, an amusement park replica of the iconic Somerset landmark synonymous with the Clarks brand in Glastonbury, England. Inside the Helter-Skel’TOR’, users will find two gaming zones, The Wallabee Game Zone and Torhill Amusements, unique entertainment spaces that pay homage to the brand’s famous products and brand stories.
The Clarks Arcade will feature geometric shapes and patterns that take inspiration from its products, with triangular shapes implemented to represent the famous Clarks Originals fob, while repeated horizontal lines will reflect the distinctive Torhill sole. “This is another energetic step into the Metaverse for Clarks,” explains Clarks’ chief marketing and digital officer, Tara McRae. “Showcasing our newest shoe icon Torhill and the ever-classic Wallabee through a fun, engaging experience for Decentraland citizens. Being a part of Metaverse Fashion Week not only allows us to highlight our products, but it also enables us to immerse our fans in our brand in a way like never before.”
McRae further adds that “this year’s Future Heritage theme invites us to pay homage to our roots. I think Clarks Arcade perfectly depicts our rich history and who we are today; an iconic shoe brand that continues to push the boundaries of unique style and innovation.”
