Emperia retail technology powers new SAXX immersive experience in the metaverse

Men’s underwear and apparel brand SAXX has launched what is pitched as the first ever dedicated virtual store by an underwear company.

This is an immersive experience in the metaverse, powered by Emperia, that allows shoppers to browse three-dimensional items in a 360-degree showroom.

The store exclusively features underwear, tops and swimwear from SAXX’s DropTempTM collection, which uses proprietary evaporative fabric to cool the body.

Upon entering, shoppers are transported to an oxymoronic environment where it’s snowing in the desert, highlighting the cooling qualities of DropTempTM. A short pathway lined with shoppable product displays leads to an open air showroom.

More items can be found around the showroom’s swimming pool, including underwear, short and long sleeve tops, polos and hoodies with UPF 50 that can be worn in the water.

Shoppers are encouraged to “dive in” to the pool, which unlocks another retail area consisting of a variety of prints from SAXX’s swimwear line.

"We like to do things differently than other brands, and a virtual store gave us the opportunity to bring our DropTempTM technology to life in an unexpected setting,” says Wendy Bennison, Chief Executive Officer, SAXX.

“This is an exciting step for SAXX as we’ll be able to connect with our customers in a new way. Not only does this mark our first virtual store, but it’s also our first-ever standalone retail location where shoppers can walk around and interact with our products – albeit virtually.”

“Emperia has been seeing a great retail shift in 2022, with many of our partner brands creating virtual flagship stores, extending their e-commerce presence into a 3D form,” says Olga Dogadkina, co-founder and CEO at Emperia.

“Saxx’s move into the virtual space will expand its reach into existing clients and enable its tapping into new, online native audiences, with the aim to increase online engagement, grow sales and deepen the brand’s intimate relationships with shoppers, we are foreseeing this move expanding and aligning with retailers’ e-commerce efforts in the coming years.”