Singapore — Another virtual edifice has sprung up in the metaverse virtual destination Decentraland this month. Millennium Hotels and Resorts has approached ad agency MullenLowe Singapore to help launch M Social Decentraland; the virtual hotel modelled on different M Social properties around the world. The new hotel encapsulates M Social’s brand essence of being a trendsetting lifestyle and aims to be a place for all to gather in the virtual world.
Located near Genesis Plaza, at the heart of Decentraland, M Social Decentraland sits on prime digital land. Similar to its brick-and-mortar sister hotels, it is positioned as a hub for explorers keen to discover new experiences and connect with like-minded individuals. The team at MullenLowe Singapore helped create the virtual hotel which flaunts a giant ‘M’ on each of its four sides, with glass exteriors and neon pink accents creating a sleek interior look.
Guests who step inside M Social Decentraland can interact with an avatar that welcomes everyone in the lobby. The avatar guides guests on a journey of discovery through the hotel. Those who reach the top of Decentraland, and share a screenshot of their avatar with #MSocialDecentraland on their social channels, stand a chance to win real world hotel surprises.
Commenting on the project, Abhishek Goyal, head of digital of MullenLowe Singapore, said, “With an explosion of interest and audience engagement in the Metaverse, we’ve embraced the challenge to capitalise on opportunities this new virtual world offers a hospitality brand like Millennium Hotels and Resorts.”
Goyal continued by saying, “We believe being the first hotel to operate in the metaverse means they’re at the forefront of tapping those opportunities. We’re sure that this will be the first of many initiatives designed to bring virtual and real world solutions closer together for M Social and its guests.”
Meanwhile, Saurabh Prakash, group senior VP of commercial for Millennium Hotels and Resorts, shared, “We are embracing different technologies to engage customers and enhance guest experiences. The metaverse is one such avenue that presents a myriad of opportunities for us to create unique social connections with our guests. M Social Decentraland will enable us to reach out to new and existing customers in both the physical and virtual world with online connection to offline engagement.”
Guests can also look forward to treasures and surprises when they visit M Social Decentraland. Future integration for the hotel will include linkage to the M Social website and special events to mark upcoming special occasions.
