Global sexual wellness company Lovehoney Group launched a sexual wellness pop-up space in the Decentraland metaverse in July this year, providing a safe and private space for consumers to explore sexual wellness products and content related to sexuality.
With increased awareness of the metaverse, Lovehoney’s new launch aims to provide easier accessibility for audiences who may have shunned technology via Decentraland, a metaverse that can be entered with any computer without the need for additional equipment. Additionally, the virtual space provides a private environment for people to explore sexual wellness products and content around the topic of sexuality.
The space spans four floors and offers a full and immersive brand and product experience, educational videos, workshops, a dance floor, and an NFT erotic art exhibit and auction. It is open until July 31, 2022 and can be entered through any browser with any computer. .
On the ground floor, the Lovehoney group store is a place where visitors can browse the brand’s bestsellers and even buy them by being redirected to the online store. The “Lovehoney Group Lessons” space on the second floor offers a place to relax, unwind and watch integrated educational videos from the brand’s global panel of experts. On the third floor, visitors will find an art gallery where they can enjoy and bid on a range of erotic art from popular and new NFT artists via OpenSea. All proceeds will go to the artists themselves. And finally, the rooftop club will play music all day and all night.
Betty the Bee, the Lovehoney Group’s security avatar, will also greet visitors at the front door with information on how they can report inappropriate behavior and block anyone who makes them feel uncomfortable. By clicking on the other person’s avatar, users can easily select the blocking feature, and by pressing the “E” key on their keyboard, they will be moved to a random area of the Lovehoney Group store. All consumers will also be asked for their age when entering the experience to ensure they are over 18.
Johanna Rief, Head of Sexual Empowerment at Lovehoney Group, said: “Even though we have made progress over the past 20 years when it comes to sexuality and how we deal with it in society, there is still a long way to go. In a world where “Big Tech” is silencing sexual wellness brands, with increasingly strict regulations on Instagram and Google, it’s exciting for us to launch an experience like this pop-up space.
“We have invested a lot of capacity and budget in our R&D efforts. We see ourselves as a (Sex)Tech company and have always been forward-thinking and attentive to technological trends. Therefore, we were curious and the Metaverse store was close and a logical step,” Rief added.
Bryony Cole, global sextech expert at Lovehoney Group, comments: “The metaverse allows us to immerse ourselves in digital content rather than feeling like a separate viewer. People naturally see entertainment as the only possibility for sextech, but there is also great potential for sex education, sexual bliss and sexual health support in the metaverse, plus the combined anonymity and privacy of this platform allows people to engage more with this topic where they may not feel not comfortable in real life, which allows more people to educate themselves.