MILAN — If there’s room in the metaverse for real estate, fashion, music, art, and more, there might be room for journalism, too.
With this in mind, Gloria Maria Cappelletti, a Milan-based art and fashion curator and advocate for digital art, is launching Red-Eye, a magazine ready to live in and out of the metaverse.
“I witnessed firsthand the historic transition from analog to digital media that forever changed fashion aesthetics… and then the advent of moving images… which also influenced fashion storytelling,” Cappelletti told WWD. “Now we face another crucial transition… and it was time for me to take a risk,” she added.
Red-Eye, which debuts Thursday with a website and accompanying metaverse on Spatial.io, borrows not only most of its themes from the Web3 revolution, but also those platforms’ intrinsic democratic approach.
“I want the project to be participatory, which is the foundation of the entire Metaverse experience,” Cappelletti said.
She explained that compared to fashion favorites Roblox and Decentraland, Spatial offers a visually immersive experience, is less playful with high-resolution Ready Player Me avatars, and is accessible without a digital wallet, which Red-Eye’s creative director sees as a usability bonus.
The Metaverse component will be accessible via desktop and mobile, and will be enhanced via Oculus VR devices.
Red-Eye’s website is filled with articles without a timeline-based flow to give equal importance to each story, while the magazine’s environment on Spatial will host different rooms, each dedicated to the corresponding feature, article or project and improve them.
Though the flexibility of such a project is hard to describe in traditional media vocabulary, Cappelletti said she’s aiming for quarterly installments.
The first issue features interviews with Cathy Hackl, a Web3 expert and authority often referred to as the Godmother of the Metaverse, who will present her new book and collection of NFTs in Spatial; an interview with BtMedlr, a Web3 artist unveiling the Alejandro Jodorowsky-inspired AI-based exhibition “Dune: Not for Spice” in Red-Eye’s Metaverse room, and a partnership with Afro Fashion, the Italian federation that since 2015 supporting African talents, spotlighting the exhibition “Tracing Identities Through Fashion Photography” with portraits of photography students from Italy and Cameroon.
Web2 Magazine will also feature an interview with Tommy Hilfiger, one of the earliest and most prolific adopters of the metaverse, specifically Roblox.
“It’s a mix of content that attracts a younger audience because they know the area, but also one that could woo and engage adults, it’s a mix of different worlds,” Cappelletti said.
Red-Eye starts in partnership with Gianluca Reina, who has several gigs under his belt, including as co-founder and publisher of Cabana magazine, co-founder and partner of digital agency Ready2Fly and event agency Fasten Seatbelt.
While she won’t reveal the names of current advertisers, Cappelletti noted that the time spent on metaverse is longer than other mediums, which could make Red-Eye an advantage for brands striving to make their media spend worthwhile close.