Benetton's physical store to mimic its virtual environment. Image Courtesy of Benetton
The evolution of retail design warrants a study of architectural practice in the digital realm. While physical commercial spaces have been the conventional center of shopping experiences, the emergent frontier of the metaverse—an interconnected network of virtual 3D environments—indicates an important shift in brand-consumer interactions. For architects, this liminal space presents a unique canvas, free from the material constraints that have traditionally molded design ideations. The metaverse is a new terrain where the architecture of imagination may be fully realized, inviting a reconceptualization of retail design possibilities.