The internet of reality

Our perception of what is “real” is becoming increasingly blurred as physical and digital worlds converge, this prompts profound questions about how we will connect and communicate in the new internet. 

Our monkey brains don’t distinguish between reality and fiction well. This cognitive phenomenon is leveraged by places like Disneyland, which deliberately blend reality with fiction, making it impossible to discern where one ends and the other begins. French philosopher Jean Baudrillard coined this concept ‘hyperreality’: “the inability of consciousness to distinguish reality from a simulation of reality.”

Yet, it’s realism that truly blows our mind. When technology or art crosses the uncanny valley, we exclaim “it looks so real!”. We’re captivated by lifelike sculptures, hyper-realistic robots, virtual worlds rendered by Unreal Engine and even “is it real or cake?” viral memes. We are drawn to the sensation of experiencing something so realistic it seems indistinguishable from our physical reality.

Everything is computer

So, what exactly do we mean by the “real world”? This term is associated with our physical existence, separating it from the digital or virtual. But increasingly, the real world is a combination of the physical world and the digital worlds coming together. Augmented reality, artificial intelligence, virtual reality, and the internet of things are dissolving the once-clear boundary between these two spaces.

As AI, VR and game engines grant computing omnipresence, we have an opportunity to extend and enrich ‘reality’ rather than removing users from it. ‘Real’ will no longer trump ‘virtual’, they will be one.

‘The Metaverse’ problem

Today’s metaverse platforms remain far from this promise, Sandbox and Decentraland failed to retain users and brands due to low-quality graphics and an inability to meaningfully replicate real-world experiences. ‘The Metaverse’ is still in its nascent, experimental phase; uncertainty, high failure rates and restricted to early adopters. This has led to observers declaring the entire metaverse concept “dead.”

But, the truth is more nuanced. According to Accenture, 92% of executives report plans to leverage spatial computing to create competitive advantages. Clearly, businesses see significant potential in a digitally augmented reality, they just haven’t found the right partner yet.

“When we speak with brands, they say they want to have stores in an immersive environment. But, they can’t do this in Sandbox or Decentraland because it looks terrible for the brand, they don’t want their products in a fictional land, they want their customers to imagine products IRL.”

^{Micka (CEO of Verse World)}

Verse World

Working with global branding and design studio Noir, Verse World has repositioned themselves as “The Internet of Reality” a tangible, authentic extension of our everyday lives. Transforming ‘the metaverse’ from a tool of escapism into an extension of the real world.

Brands in particular are always looking to build deeper emotional connections with customers. In Verse World, they can establish their digital presence in spaces that hold meaning, much like physical locations with distinctive atmospheres and identities. Instead of extractive and transactional interactions, brands can build genuine, nuanced relationships through life-like interaction with potential customers.

As the traditional retail funnel is strained by changing consumer behaviours, Verse World is creating new touchpoints, offering brands immersive storytelling for their products that create lasting consumer loyalty.

Utilising the world’s largest 3D cameras and motion capture technology, Verse Studio scans celebrities and creators into the world, so they can embody their ‘real’ self.  Blending physical presence with virtual engagement, allowing players to feel as if they are actually in a specific space with their favourite creators and celebrities.

Chat rooms and direct messages will evolve into immersive conversation, mirroring the unpredictability and diversity of real-world environments, ensuring a continuously engaging and adaptive experience for players.

Converging realities

Our evolving understanding of “reality” will define the coming decades. The metaverse, despite its current shortcomings, remains a big opportunity to expand and enrich our existence rather than escape it.

Connection, meaning and genuine experience define a new paradigm, anchored not in fantasy, but in the deepest aspects of human reality.

Noir is a global branding & design studio, working with founders to create brands, products & digital experiences for the new internet. Need help with building your narrative, have questions or want to speak to us about your project? Get in touch: alex@noir.io.