“Get ready” teases the Alive & More site. Since its inception, the future-shaping fashion brand has blurred boundaries between digital and physical, daydreams and realities. Continually pushing to unlock the possibilities of tomorrow through VR, gaming and more, true creative multi-hyphenate Karl Jouanni is ready to guide us into the metaverse.
The dystopian future that Neal Stephenson outlined in his 1992 science fiction novel Snow Crash is almost here. That best selling book anticipated and coined the term “metaverse,” a concept that 30 years later has become a reality for many gamers and the fashion world is waking up to its possibilities. Years before Balenciaga’s virtual reality show and secret rave Afterworld: The Age of Tomorrow and Vans collaborated with Roblox to create an interactive virtual skatepark, Alive & More looked beyond traditional ways of sharing and selling products. Powered by his other venture, alternative multiplayer experience shaper Team Relms, Karl has long showcased just how immersive, engaging and real-feeling experiences are a logical evolution of our online lives. Get ready.
Eager to celebrate the launch of Alive & More at LN-CC, Team Relms blends realities with a virtual takeover that pays homage to LN-CC’s past, present and future of colliding commerce with culture. After you select your avatar for the night, immerse yourself in an Alive & More pop-up and club night as Hong Kong party crew Yeti Out play sets alongside London and Lagos-based collective Vivendi Sound. No guestlist needed, join the meta-experience on Thursday 27th from 7pm to 11pm (GMT) and dance into tomorrow with Alive & More.
K, as a creative multi-hyphenate, could you introduce yourself and the RELMS perspective. Ultimately, what do you do and why do you do it?
At the moment RELMS is being built as a platform for enterprising creatives to build their own virtual ecosystem and economies. While the platform is currently focused on music and fashion, we stay excited for the endless possibilities to come.
Since its inception, Alive & More has pushed possibilities and ignited imaginations by being continually pushed by art, ideas, and music. Firstly, when did you begin to see the tremendous potential for brands within VR? Did you experience an epiphany moment?
I understood the potential for VR for brands when I realised that the in-person retail experience that I had at stores and venues that took the time to create a unique environment was lost when you went to the website and could only experience a 2d flat shopping experience usually with a white background with model/product shots. Leaving all the set design and concepts off.
While you’ve been busy unlocking this potential, the wider world is waking up to the opportunities of technical innovations (VR, gaming, the Metaverse) and a blending of physical and digital, what most excites you today and tomorrow?
I’m most excited about bridging the physical and the virtual. Mainly as a child of the physical we have the chance to be here now at the crossroads to the metaverse. I believe it’s our duty as members of both sides to hold on to and bring as much physical interaction as possible since the next leaders who are born now and later only knowing one side will have less attachment to it.
Speaking back in 2019 to Screenshot, you said “This is where VR is heading, the new webpage.” To what extent has Alive & More been built with a Metaverse state of mind?
Alive and More continues to build objects and content that shows as textures on the gaming environment. We are making the pre-emptive strike on the digital world.
What was the starting point for this activation, what drove it and how did it evolve into the experience we’re sharing together?
The starting point was launching our first retail collection ever with LNCC. Understanding that LN-CC has such a unique space for retail and parties it made sense that due to the access being limited because a number of reasons, it was an opportunity to still offer a meeting point to celebrate our launch with a virtual space inspired by the LN-CC tunnel, corridors and event space.
Could you talk us through the user experience, from the digital world navigation through to the DJ sets and shoppable moments. For anyone less familiar, nervous even, with this type of experience, how would you like to encourage them to realise its potential?
Loading up the RELMS platform visiting station, Relms.io, or from the embed on this page you can from the start create a juice ID as temp guest name and click the RELMS dimension arrow to login in. There you will see all the available avatars to choose from and jump in clicking the RELMS arrow again. Then, you will spawn into the station. A portal for the LN-CC store will already be open. Run into it straight ahead and you will teleport to the front of the LN-CC space station store. Inside you can walk up to clothing items and purchase through the RELMS app for the full immersive experience. When you are done shopping you can join everyone in the club room to the left of the shop. Here there will be a video feed of DJs playing. For the event we have the YETI OUT crew and VIVENDII SOUND crew.
Beyond product, what do you hope people take away from the launch?
The main takeaway will be a better understanding of how the mind of the creators of Alive & More work in terms of a 3D space.
Finally, what’s next for Alive & More?
Next up is our hardware, survival gear and equipment. Objects for real world and digital goods in game.