Did the “creative class” learn anything from buying into a product that was obviously destined to flop?by Kate Wagner
There was a time, not so long ago, when every major architect on this planet was “building” in the Metaverse, the brand name for the open-world virtual reality platform and associated projects under the aegis of Mark Zuckerberg’s Meta. Last year, some staggering names such as Zaha Hadid Architects, Grimshaw, Farshid Moussavi, and, of course, the Bjarke Ingels Group pledged to create “virtual cities,” virtual “offices,” and equally vague sounding “social spaces” to be funded with cryptocurrency and supplied with art (NFTs). The eagerness to latch onto whatever the newest trend the increasingly desperate and failure-prone tech industry dished out was so palpable that even real-life developers like hotel chain CitizenM and brands like Jose Cuervo got involved and threw what one presumes is a whole lot of actual money at the enterprise. The rush to move into virtual real estate was a full-on frenzy.
In some respects, who could blame these companies and firms? Since the virtual reality service’s launch in 2021, the so-called “successor to the mobile internet” became the recipient of a kind of soaring hype few things are ever blessed with. According to Insider, McKinsey claimed that the Metaverse would bring businesses $5 trillion in value. Citi valued it at no less than $13 trillion.
There was only one problem: The whole thing was bullsh…
https://www.thenation.com/article/culture/metaverse-zuckerberg-pr-hype/
