Exploring CapitaVerse: A world with limitless possibilities

The virtual event helped pave the way for future retail experiences by integrating online and offline worlds.

Elevating innovative omnichannel programming to the next level, real estate group CapitaLand Investment brought shoppers on an exciting journey to the metaverse—a hypothetical iteration of the Internet as a single and immersive virtual world—complemented by real-world privileges across CapitaLand malls.

To explore the metaverse’s capabilities, CapitaLand launched CapitaVerse, a first-of-its-kind 24-hour experiential party on its metaverse Decentraland in June 2022. The inaugural metaverse event helped CapitaLand pave the way for future retail experiences by integrating both the online and offline worlds.

Attendees of CapitaVerse were treated to four levels of trend-setting shoppertainment experiences and real-world swags around the clock. 

CapitaLand also collaborated with their tenants adidas, Zouk Group, as well as with industry partners DBS, Bandwagon Labs & Mastercard, on various brand immersion touchpoints in the virtual environment that acted as an extension of retail experiences.

Amongst these touchpoints include the adidas Sportswear Collection gallery, where users got to interact with the brand’s latest footwear collection, see the products in 3D live product displays, and seamlessly click through to the adidas online store to make a purchase.

Other metaverse party highlights included a slew of live performances by Zouk Group’s resident DJs and Singapore’s Indie Pop darling Haven. The event also presented guests with an exclusive NFT Attendance Pass to enjoy real-world privileges across participating brands at CapitaLand malls islandwide in Singapore, pushing the boundaries to integrate both offline & online worlds.

CapitaVerse culminated with an attendance record of 1,700 users over the 24-hour metaverse event. More than 1,300 attendees completed the virtual hunt with $17,700 worth of prizes fully given away. More than 1,200 NFTs were also claimed, setting up a database of digitally savvy and Web 3 affluent shoppers for remarketing purposes.

Moreover, CapitaLand malls generated a strong return on investment with an uplift of 15.9% in sales performance in June 2022. The campaign saw over $428,000 in PR value with a total of 86 broadcasts, online articles and social media coverage.

CapitaVerse also reached a total of 1.64 million people and secured 378,000 engagements. On social media, @CapitaLandMallsSG channels scored a high post-Engagement Rate of 18.96%, a marked improvement by a 48% increase from the past campaign average. This rate is an indication of the conversion from PR and media outreach to brand love and positive buzz amongst the community.

The success of CapitaVerse and CapitaLand’s pioneering towards the world of metaverse has been recognised by the Retail Asia Awards, as the company bagged the Digital Initiative of the Year - Singapore category win. The prestigious awards programme gathers the region's best retailers and recognises major breakthroughs, innovations, and key players in the Asia retail industry.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].