KEY POINTS
Police, the Italian fashion accessory brand founded in 1983, has announced its entry into the metaverse with the launch of “Audacity Land.”
This digital experience aims to give consumers a more immersive way to connect with the brand and explore its core products and offerings.
Upon entering the virtual space, users find themselves in the central hub “Plaza.” From here, different portals lead to three different environments: “The Enchanting Suite” showcasing Police’s fragrances, “The Timeless Space” where users can discover the brand’s jewelry and watches, and “The Visionary Floor” to explore the brand’s eyewear collection.
To join the Audacity Land community, users need to register and create a membership token. They can customize this token with colors and a nickname that represents them within the virtual world.
Participation and completion of missions within the virtual world earn users points in the form of P-Coins. These points can also be accumulated through purchases from the “My Avatar capsule collection,” featuring two pairs of glasses, two fragrances, and a smartwatch.
There are five tiers within the program, each requiring a specific number of points for access. These tiers offer members various benefits, including pre-sales on special products, the chance to co-create future designs, and more.
Among the prizes is also the opportunity to enter the Mercedes-AMG PETRONAS F1 paddock during the Italian Grand Prix in Monza on September 1, 2024, or to visit the team’s headquarters in Great Britain.
Beyond product exploration, Audacity Land fosters community engagement. Members can learn about the brand, participate in discussions, and even contribute to the co-creation of limited-edition products. These co-created items will be physically produced and sold in a members-only preview on the Police e-commerce website.
