Category: Blog

The new frontiers of Metaverso in the retail and
hospitality sectors

The new frontiers of Metaverso in the retail and hospitality sectors

The world of the web (and not only) goes crazy over the trend of the moment, the metaverse. How many of you have been intrigued by it or perhaps thought of investing in it with your own business? Is it as much gold as it glitters or a ‘second’ Second Life?
Well, here is a short article in which we share our thoughts on the subject, talking about issues and real opportunities.

Metaverse, what is it?

Let us start by defining it, even though it is not easy to do so in a precise manner, because it is a new world, still to be explored.
However, we can say that the term was coined in the cyberpunk world in 1992 and has now come into the limelight because it has recently been used by Facebook (‘Meta’ is in fact the new company name).

The Metaverse is the evolution and enhancement of the Net, but does not replace it. It prefigures a set of virtual worlds that one can access exclusively, and where one is represented in three dimensions through one’s avatar. Through these virtual ‘representations’ we can move, travel and make purchases, just as in the real world, indeed faster. Statistical data in hand, today virtual reality constitutes a world in great expansion also on the Italian market, together with other technologies that are all closely interconnected, such as Augmented Reality, Artificial Intelligence and the Internet of Things.

The potential for application of Metaverso, even in the world of design and architecture, is truly remarkable, but equally impactful could be the latent risks if this technology is conceived and used as an end in itself. Let us now focus, first of all, on the potential we can develop with Metaverso, referring in particular to the areas of interest we have suggested. Next, we will deal with another fundamental aspect: understanding how latent risks can be defused.

Metaverso's application scenarios in the retail and hospitality sectors

Virtual reality can have applications in countless fields, from marketing to entertainment, from vocational training to the production process.
The most natural and potentially prolific expressions of Metaverso, however, are in the creative fields par excellence, such as architecture, art and design. With Metaverso we can integrate and enhance the use of real environments. We can make and sell digital objects and artwork using so-called non-fungible tokens, Nfts, a key component of Web3. Nfts are the newest innovation in the virtual world. They represent certificates attesting to the authenticity, uniqueness, unchangeability and intellectual property of digital works, which are thus recognised and protected for the first time. From then on, they are usable by all and potentially sellable indefinitely. This production will make Metaverso more and more populated and richer, allowing users to broaden their experience of architectural spaces and aesthetic subjects, which
can then be transferred to the real world.

In an accelerated process of osmosis and cross-cultural metabolism, Metaverso will not only allow prototypes to be created, but also allow them to be immediately socially tested on a large scale, much more effectively than any traditional type of survey. We are convinced that sectors that today are in particular need of innovation and revitalisation, such as the retail and hospitality sectors, can be increasingly known,
enriched and enhanced precisely through virtual experiences.

How? The key to success lies in the interconnection between the real and virtual worlds, like a bridge that crosses and unites these two worlds. The metaverse for an entrepreneur can therefore represent a major growth opportunity for his or her business, in particular for:
1. Modify or integrate their business model. Imagine, for example, combining specific Nft of services with classic holiday packages, so as to make them more interesting, attractive and innovative.
2. Making one’s activity known nationally and internationally. So that even a small, remote location can benefit from a wide audience to whom it can show its riches. Also with Metaverso, visits to museums and art galleries, participation in cultural meetings and concerts, and much more could be made feasible, to the boundaries of the imaginable, making unpredictable discoveries and fascinating experiences. 

3. Implementing the services offered through the so-called gamification. To mention just one of the many feasible ideas in this field, tokens could be produced with multi-sensory experiences, funny and educative for both adults and children

Defusing latent risks

We have thus spoken of the potential of Metaverso, but it is also the case of counting latent risks that, like any innovation, it brings with it.
Which ones in particular are we referring to? The number one risk is surely that of exalting a container without content, or with
poor content. In fact, technology is but one way of conveying valuable content, and it should not be understood as an end in itself. Because technology without a soul is arid and dangerous and produces mere automation.

Another concrete risk can be summed up in the word alienation. We defuse it if we use Metaverso to acquire additional information about the reality around us and not replacing it with artificiality. Operating in this perspective, the virtual dimension will not exhaust itself in a
schizophrenic parallel world, but will serve to come into greater contact with the reality around us, with constructions, design, with all that is beautiful and functional that we can create. It will thus be able to give greater voice to human, architectural and artistic sensitivity, enriching life with concreteness and intensity. This is, in our opinion, the antidote against the risk of latent alienation and poor quality of the proposed content.

Combining technology and humanism in architecture

The virtual world and the real world, the map and the territory, overlap to the point of combining, or even becoming one extension of the other.
To give an example: we enter a hotel in the Metaverse and buy a sauna and wellness package that we then experience in a real hotel. Or: we are in a hotel and from there we connect to a virtual art gallery, where we buy works that we then take home to
decorate the spaces we inhabit. Thus, the Noosphere described by Pierre Teilhard de Chardin, or that ‘sphere of human thought’ that sustains physical reality and moves around a unifying centre, almost seems to manifest itself in virtual reality, if it’s used in the perspective we
have just mentioned.

An enlightened entrepreneur will be the one who operates ethically, developing his or her work in accordance with the unifying centre of people’s souls. True digital innovation, and not only this, will happen when technology will be in complete accordance with ethics, ecology and sustainability, avoiding alienation and homologation. We dream of a digital transformation that is combined with an empathetic and wise
society, and where inclusive and human-centric paradigms are adopted at every level. Thus we will see the spirit rise and fly lightly in the ether, that boundless space where we breathe, create and let life flow.

Read also

The emotion of living in nature

L’emozione di abitare la natura Have you ever imagined yourself on a houseboat in the middle of unspoilt nature? It is one of the most

A new project combining eco- sustainability and hi-tech

A new project combining eco- sustainability and hi-tech

Is it possible to combine eco-sustainability and technological innovation?
We believe so, provided that technology is not conceived as an end in itself, but rather as a service to people and their well-being. With this in mind, we are very keen on the new project we are developing in the socio-medical field, a sector that has been particularly affected by the pandemic and therefore needs more help and support, especially at this time.

The development of the first total green multifunctional social health facility

The structure will be built in the Apennines in Emilia (the exact location will be announced shortly). We are very attached to this project, because we hope it will be a model to be spread and replicated to promote the new frontier of “Green Hospitals”. It will be an avant-garde structure in Italy, because it will combine bio-architecture, respect for the environment and sustainability with the most advanced technologies, both in the building and health sectors.
The aim is to build a place of care that can be super-efficient and at the same time on a human scale, in a structure in the green that vibrates in harmony with the beauty of the surrounding environment and helps to enhance it.

For the enhancement of the area, in support of the local community

The structure is meant to fill the gaps in a mountainous area lacking adequate facilities, that is essential medical assistance and related services. In this way, we hope to contribute to the protection and repopulation of rural mountain areas, which are at the moment inhabited mainly by the elderly and therefore risk succumbing to increasing urbanisation. In order to safeguard the landscape environment in which it will be located and to ensure beauty and wellbeing, we have designed the building having in mind a symbiotic relationship between man and
nature. Another feature of the project, which also makes it unprecedented in its field, will be its multifunctionality, in order to meet the diversified social and health needs of the area and local community.

The richness of multifunctionality in a total green structure

The facility will house 75 beds, which will be dedicated to psychiatric patients and elderly users, independent or semi-autonomous. We have studied a careful articulation of spaces to meet the different needs of the various categories of users, within a building that will live in interpenetration with the surrounding landscape, with internal and external green paths. The connection between the central nucleus and the 4 large pavilions that make up the structure, will be through “filter areas” that will allow healthy and safe environments. In order to optimise the available space and environments, the basement of the structure will be reserved for all the services supporting users and medical staff. It will also be able to assist the local population and civil protection in case of emergency conditions. Inspired by the principles of meta-design, the building will have a multifunctional use, allowing for maximum flexibility and resilience.

The multifunctionality will be achieved through Zep, the Zero Epidemic Point  , the first 100% ecological, antibacterial and metatemporary sanitary prefabricated building, which we designed to cope with the pandemic crisis and which has already been applied with excellent
results. With only natural materials, all of Italian origin and 100% recyclable, Zep guarantees ease of assembly and reversibility according to need, while maintaining the stability and comfort typical of traditional construction.
It also makes use of the most advanced technologies, thus combining efficiency with safety, ecology and environmental sustainability.

The most advanced technologies at the service of the individual

The innovative character of the structure also lies in its prerogative to offer the local population a highly qualified social and health care service, through sophisticated technology placed at the service of the person. The individual will not be at the mercy of an artificial and alienating technology, but the technology will be used to serve the individual user and the community. In this perspective, telemedicine services will be used without risking dehumanisation, but only for the purpose of assisting people in emergency conditions, and in any case always to supplement and never replace the human doctor-patient relationship and direct assistance. The result is a technologically advanced project that goes against the trend of rampant transhumanism. With an ecological vision applied at all levels, not just a simple eco-sustainable operation on the surface, we can aim for certification in accordance with the highest international standards to obtain GREEN
Hospital status. The green revolution that we are promoting in the health sector is part of the global process of ecological reconversion that we are also pursuing in the residential and hospital sectors.

leggi anche

The emotion of living in nature

L'emozione di abitare la natura

Have you ever imagined yourself on a houseboat in the middle of unspoilt nature?
It is one of the most beautiful experiences you can have in life!

What if this houseboat is built from 100% natural materials, according to the strictest criteria of Bio- architecture, and at the same time has nothing to envy to the most luxurious hotel suites.

The Zepoint tourist, the world’s first prefabricated meta-temporary, ecological and antibacterial structure, which can be positioned directly on the ground, anchored to piles or floating on water, could revolutionise the world of hospitality and the concept of tourism.
So that it can become increasingly innovative, totally ecological and sustainable.

Imagine you are in a delightful houseboat. You are in a tropical paradise, in one of its most isolated and virgin stretches.
You are above crystal clear turquoise waters, whose waves gently lap your resort.
Below you a thriving coral reef. Around you, soft white beaches.
On the floor there are windows from which you can admire the flora and fauna below the water level.
You are immersed in nature as you may never have been before in your life, but at the same time you have the best comforts you would find in a luxury hotel. Large windows let in all the beauty that explodes outside. The view from the bed shows the calm, blue ocean stretching as far as the eye can see. You never tire of contemplating this landscape, even if you look at it over and over for days.
A short flight of steps outside the door leads to a solarium at the water’s edge, where you love to spend time with your partner and children, eat meals in the open air and plan exploratory trips together to penetrate the surrounding nature reserve.

You are having one of the most beautiful and exciting experiences of your life!
It’s an amazing alternative travel idea for people like you, who are tired of staying in the usual hotels or holiday homes. Your resort is built from wood, cork and other completely natural materials. Inside you breathe in the fragrance of those woods and cork trees, which mingles with that of the surrounding vegetation. Time is marked by the cries of the herons, while you enjoy watching the flight of the fish eagles.
At night you sleep lulled by the waves, in a very pleasant romantic atmosphere. You are experiencing a strong emotion.
It is the emotion of living in nature. And living in nature means regenerating yourself, recreating your body and spirit. As in your remote dreams, more and more people all over the world, tired of the usual standardised holiday packages, are looking for adventure and freedom. They are in search of an original and unique holiday experience.
• Nature
• Comfort
• Ecology
• Safety

That’s why we thought of Zepoint tourist, to make the dream easily achievable, in a totally eco-friendly way.
It is creativity at the service of the Green Revolution.

leggi anche

Aparthotel: the new frontier of tourism

Aparthotel: the new frontier of tourism

Tourism is one of the sectors most affected by the pandemic. Hotels and tourist accommodations, even those of medium-high level, are struggling to survive. Yet, if we raise our eyes, even from this crisis we can see a new opportunity arise.

We propose two key themes to turn this crisis into opportunity: Reconversion and Requalification.
We believe, in fact, that the reconversion and requalification of hotel structures represent an essential tool to keep up with the pandemic and post-pandemic scenario, that is to satisfy the new orientation and emerging needs of users, creating the conditions to return to the market with profit. So vision, dynamism, innovation to become pioneering entrepreneurs of a new culture and experience of tourism, offering a higher quality of life.

Requalification generates value

Tourism strongly needs to be rethought in a more sustainable way: from an energetic-environmental, economic and social point of view.
Health and safety are now essential requirements, as well as limited crowding and a better distribution of premises and people, who are increasingly inclined towards green structures with maximum comfort.
Another important aspect is the offering of spaces, services and commercial formulas that guarantee maximum flexibility to customers, with personalized accomodation packages.
An integrated approach to requalification is winning: with low environmental impact design, innovative and sophisticated solutions and cutting-edge technological innovations (IoT and AI), rigorously put at the service of man.

Conversion into aparthotels

In order to give a new impulse to hotel structures, responding to the orientation of users and placing the well-being of the person increasingly at the center, we propose conversion into aparthotels.
In recent years, this form of hospitality has taken hold, and is set to intrinsically change the hospitality sector.
The word, as we know, is made up of the semantic combination of the terms “apartment” and “hotel”.
An aparthotel is a flat with the services of a hotel, thus combining the advantages of both.
In this type of accommodation, the guest enjoys the comfort and well-being of a real home and has considerable cost savings, for example being autonomous in the preparation of meals.
We offer our expertise to renew the hospitality sector through this advantageous accommodation option:

– Reducing fixed costs and maximising profits
– Creation of customized offerings and services based on the target audience
– Strengthening of competitive capacity
– Greater compliance with anti-covid standards
– Use of the Superbonus 110 for accommodation and hotels

We like to imagine ourselves as a spaceship that allows you to reach the furthest realms of your imagination, until you throw your heart over the obstacle. In this spirit, we are at your side to accompany and support you in the journey from crisis to opportunity.
In the next posts we will tell you how the hospitality sector can be developed through Zep Tourist ecological prefabs and the new frontiers of digital technologies (Metaverso and Nft) applied to the world of tourism.

leggi anche