We are getting more and more used to hearing the word Metaverse. Surprisingly, this is not related to technology, per se, but it is associated with luxury space and to an increasing number of luxury brands and products. Metaverse is a word that Neal Stephenson introduced in his book Snow Crash (1992). It has been used more commonly since Facebook changed its company name to Meta. The concept of Metaverse refers to a sort of parallel and virtual world where people are represented by avatars and live their lives thanks to the technology supporting their experiences – as in augmented reality and virtual reality – and their shopping – as in virtual coins and blockchain. A great example of successfully leveraging this virtual space is the collaboration between Epic Games and Travis Scott, who planned, in the middle of the
