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元宇宙兴起“租赁业务”,这家公司两天时间建成办公楼

元宇宙兴起“租赁业务”,这家公司两天时间建成办公楼

Sheryl Estrada 2021-12-23
Mediahub建设虚拟办公楼的目的之一是熟悉元宇宙,进而为客户提供帮助。

Mediahub Worldwide决定在元宇宙租用办公空间,而非购置数字地产,并且仅用两天时间就完成了虚拟办公楼的建设工作。

埃培智集团(Interpublic Group)是这家总部位于纽约的全球媒体购买、策划机构的母公司。Mediahub的客户包括Netflix、Chipotle、摩根士丹利(Morgan Stanley)、E-Trade和NBA。该公司近期通过推特(Twitter)发布公告称,其已于最近入驻去中心化3D虚拟现实平台——Decentraland。

Mediahub研发实验室的高级副总裁兼创意总监西蒙·埃德蒙兹表示,Mediahub建设虚拟办公楼的目的之一是熟悉元宇宙,进而为客户提供帮助,不过在此过程中,他们也逐渐意识到,只凭言辞几乎不可能解释清楚元宇宙究竟为何物,必须将其呈现在客户眼前。

他说:“每个人对元宇宙的熟悉程度各不相同,所以解释起来非常困难。在接触到技术细节之后,比如元宇宙与区块链、以太坊(Ethereum)的关系,或者Decentraland的内部货币‘Mana’,大多数人都会望而却步,因为要了解的东西实在太多了。为了大幅降低人们体验元宇宙的难度,我们决定打造这个虚拟空间。”

埃德蒙兹在介绍时指出,Mediahub自今年11月开始对进军元宇宙展开讨论。不过元宇宙里的“土地”价格似乎是一大障碍,动辄上百万美元的售价令人咋舌,也让公司的财务团队颇为顾虑。在此背景之下,该公司开始考虑以租代购。埃德蒙兹称:“这个行业里也有中介,作为第三方,他们会把想要‘租地’的用户介绍给‘地主’。我们用以太币租了一块‘地’,定金则存放于托管账户之中。相较‘买地’成本,租金要低廉的多,每个月只需不到400美元,我们老板对此颇为满意。”

他表示,虽然Mediahub并不拥有‘土地’产权,但拥有虚拟建筑的所有权和管理权。他们可以巡视这块“土地”,还能够在确定最终方案前迭代多个版本。建设办公室、执行租约的过程“花了点儿时间,大概两天左右。”埃德蒙兹说。“如果从更宏大的角度来看,这种速度并不慢。但是如果建筑比较简单,那么只需几个小时即可完成。比如说,假设某家车企想要展示一款全新车型,那么他们只需直接将其‘放进’元宇宙之中即可。”

图片来源:Courtesy of Mediahub

Mediahub办公大楼的每一层的主题都不同。埃德蒙兹表示,一楼的作用是向参观者介绍公司、阐明公司的使命。“二楼则将设置一些旋转展示的艺术品。我们此前已经在与一些未得到充分肯定的艺术家展开合作,例如我们波士顿办公室墙面上的艺术品均经过精心设计,而不是随便找个人进来画画。”埃德蒙兹说。2022年1月,该公司将帮助艺术家们在元宇宙中进行首次NFT投放。同时,Mediahub的Discord频道将成为其招募下一代人才的招聘平台。

如果你正在考虑涉足元宇宙,你首先应该考虑的问题就是:“作为一个品牌或一家公司,我们如何才能够将部分体验带到虚拟空间之中?”他说。“我们不能只是为了在元宇宙中开设门店而开设门店。过去只有推特和Facebook(现已改名为Meta——编注),我们可以很轻松地进入每一个平台。但现在我们必须做出明智的决定。”

埃德蒙兹表示,如果你想在精通技术的用户群(他们很可能收入也较高)面前露一手,那么元宇宙可能就是一个不错的选择。他说:“如果某家公司的产品迭代是3D图像,那么在元宇宙中进行体验就会获得很好的效果。”(财富中文网)

译者:梁宇

审校:夏林

Mediahub Worldwide决定在元宇宙租用办公空间,而非购置数字地产,并且仅用两天时间就完成了虚拟办公楼的建设工作。

埃培智集团(Interpublic Group)是这家总部位于纽约的全球媒体购买、策划机构的母公司。Mediahub的客户包括Netflix、Chipotle、摩根士丹利(Morgan Stanley)、E-Trade和NBA。该公司近期通过推特(Twitter)发布公告称,其已于最近入驻去中心化3D虚拟现实平台——Decentraland。

Mediahub研发实验室的高级副总裁兼创意总监西蒙·埃德蒙兹表示,Mediahub建设虚拟办公楼的目的之一是熟悉元宇宙,进而为客户提供帮助,不过在此过程中,他们也逐渐意识到,只凭言辞几乎不可能解释清楚元宇宙究竟为何物,必须将其呈现在客户眼前。

他说:“每个人对元宇宙的熟悉程度各不相同,所以解释起来非常困难。在接触到技术细节之后,比如元宇宙与区块链、以太坊(Ethereum)的关系,或者Decentraland的内部货币‘Mana’,大多数人都会望而却步,因为要了解的东西实在太多了。为了大幅降低人们体验元宇宙的难度,我们决定打造这个虚拟空间。”

埃德蒙兹在介绍时指出,Mediahub自今年11月开始对进军元宇宙展开讨论。不过元宇宙里的“土地”价格似乎是一大障碍,动辄上百万美元的售价令人咋舌,也让公司的财务团队颇为顾虑。在此背景之下,该公司开始考虑以租代购。埃德蒙兹称:“这个行业里也有中介,作为第三方,他们会把想要‘租地’的用户介绍给‘地主’。我们用以太币租了一块‘地’,定金则存放于托管账户之中。相较‘买地’成本,租金要低廉的多,每个月只需不到400美元,我们老板对此颇为满意。”

他表示,虽然Mediahub并不拥有‘土地’产权,但拥有虚拟建筑的所有权和管理权。他们可以巡视这块“土地”,还能够在确定最终方案前迭代多个版本。建设办公室、执行租约的过程“花了点儿时间,大概两天左右。”埃德蒙兹说。“如果从更宏大的角度来看,这种速度并不慢。但是如果建筑比较简单,那么只需几个小时即可完成。比如说,假设某家车企想要展示一款全新车型,那么他们只需直接将其‘放进’元宇宙之中即可。”

Mediahub办公大楼的每一层的主题都不同。埃德蒙兹表示,一楼的作用是向参观者介绍公司、阐明公司的使命。“二楼则将设置一些旋转展示的艺术品。我们此前已经在与一些未得到充分肯定的艺术家展开合作,例如我们波士顿办公室墙面上的艺术品均经过精心设计,而不是随便找个人进来画画。”埃德蒙兹说。2022年1月,该公司将帮助艺术家们在元宇宙中进行首次NFT投放。同时,Mediahub的Discord频道将成为其招募下一代人才的招聘平台。

如果你正在考虑涉足元宇宙,你首先应该考虑的问题就是:“作为一个品牌或一家公司,我们如何才能够将部分体验带到虚拟空间之中?”他说。“我们不能只是为了在元宇宙中开设门店而开设门店。过去只有推特和Facebook(现已改名为Meta——编注),我们可以很轻松地进入每一个平台。但现在我们必须做出明智的决定。”

埃德蒙兹表示,如果你想在精通技术的用户群(他们很可能收入也较高)面前露一手,那么元宇宙可能就是一个不错的选择。他说:“如果某家公司的产品迭代是3D图像,那么在元宇宙中进行体验就会获得很好的效果。”(财富中文网)

译者:梁宇

审校:夏林

Mediahub Worldwide decided to rent space in the metaverse instead of buying digital real estate, and the process of getting into their virtual digs took just two days.

Interpublic Group is the parent company of the global media buying and planning agency headquartered in New York. Mediahub's clients include Netflix, Chipotle, Morgan Stanley, E-Trade, and the NBA. The company shared on Twitter that its one of the newest residents of Decentraland, a decentralised 3D virtual reality platform.

Simeon Edmunds, SVP and creative director of Mediahub’s R+D Lab, said the exercise was partly about getting familiar with the metaverse so it could help clients, but also realizing it's almost impossible to tell clients about the metaverse—you need to show them.

“It was really hard to explain it because but everybody has different levels of familiarity,” he said. When you get into the nuts and bolts of the technology, like it’s connected to the blockchain, involved Ethereum, and “there’s an internal currency for Decentraland, which is called Mana, most people just shut down because it’s way too much,” Edmunds said. “We built the space because it's much easier to just drop them into it,” he said.

The company began discussing joining the metaverse in November, Edmunds said. But the land price can seem like a hurdle, especially when you hear of it being sold in the millions, which Mediahub’s finance team was concerned about, he explained. That led to the option to rent. “There's third parties that will connect somebody who owns the property was someone who's interested in leasing it,” Edmunds said. “We executed a lease with Ethereum, and they're holding our deposit in escrow. It's not even that expensive. It was less than $400 month, which my bosses were happy with.”

Although Mediahub’s space is owned by someone else, the company has virtual building rights and management rights, he said. They were able to walk through the property, going through a few different versions before settling on one. The process of the build and executing the lease, “took a little while, about two days,” Edmunds said. “In the greater scheme of things, that’s fast. But a simple build could be done in hours.” For example, a car company wanting to show off a new model can just drop it in the metaverse, he said.

Each floor of Mediahub's office is dedicated to a different theme. The first floor introduces visitors to the company and explains its mission, Edmunds said. “On the next floor we're going to have rotating art installations,” he said. “We’re already working with underrepresented artists as a company.” For example, “the art on our walls in the Boston office is curated versus just having someone come in and paint them,” he noted. In January, the company will help artists with their first NFT drop in the metaverse, Edmunds said. Meanwhile, the Mediahub Discord channel will serve as a recruiting space for next-gen talent.

If you’re considering entering the metaverse, the first question you should ask is, “What do we do as a brand or company that we could potentially bring part of that experience into a virtual space?” he said. “You don't need a storefront in the metaverse just to have one. It used to be easy to be on every single platform when it was just Twitter and Facebook. But now you have to make smart decisions.”

And if you want to get in front of a tech savvy audience, most likely with higher incomes, the metaverse may be useful, he said. For example, "if a company has 3D images that are iterations of their products, that could be interesting to play with in the metaverse,” Edmunds said.

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