Complex turned its fashion and music festival into a futuristic video game


Since 2016, ComplexCon has been a spot the place streetwear lovers can collect in a single place to purchase unique gear, take heed to superb dwell music, and gorge at high-end meals vehicles. As with most dwell exhibits, although, the occasion isn’t happening in 2020 — a minimum of, not within the conventional approach. In lieu of an in-person pageant in Lengthy Seashore, Advanced has constructed a online game the place customers can store, watch talks and performances, and, sure, order from native eating places.

It’s not a sprawling digital world the place hundreds of thousands can collect in a single place, however relatively a single-player expertise designed to imitate the sensation of being at a dwell present. ComplexLand is a online game the place the primary exercise is purchasing, and also you chase after sneaker drops like a hero within the newest open-world blockbuster.

ComplexLand will happen from December seventh–eleventh, and it’s fully free. The expertise was inbuilt WebGL, that means it’s accessible by way of an online browser, both on desktop or cellular. When you create an account, you’re dropped right into a form of summary, futuristic cityscape and instantly prompted to create an avatar, selecting from varied brandname hats and sneakers.

From there, the expertise opens up, with an enormous world stuffed with NPCs to speak to and factors of curiosity to discover. To emulate a number of the social expertise, there will even be a persistent chat the place attendees can speak in regards to the day’s occasions. Most significantly: there are many locations to buy.

Advanced’s head of collaborations, Neil Wright, says the artistic crew was impressed by Travis Scott’s appearance in Fortnite earlier this year, however they felt one key factor was lacking. “Aesthetically, I assumed it regarded actually cool. It was so excessive and eccentric in a approach that was actually artistic,” Wright explains. “I believe, for us, the one factor that it lacked was the commerce side. For those who needed to purchase any of the merch, you needed to go to Travis’ web site. You needed to go elsewhere for it. So after we had been constructing this world, we needed to make it possible for commerce was prime of thoughts.”

ComplexLand is actually a recreation constructed completely round purchasing. Sure, you’ll be able to watch talks the place Fats Joe and Lil Yachty focus on the most effective sneakers of the yr or take heed to T-Ache’s ideas on the way forward for esports. (The entire talks shall be broadcast by way of YouTube Stay.) However you’re additionally working by a sci-fi metropolis seeking the newest gear. Advanced has partnered with vogue manufacturers like Adidas, BAPE, and Tokidoki for digital cubicles that customers can go to to buy unique sneakers or hoodies. All the pieces is branded and shoppable: there are artists cubicles the place people can promote their work, or you’ll be able to pop by a Perrier sales space plastered with Takashi Murakami’s iconic smiling flowers.

The expertise additionally gamifies that ever-present a part of streetwear tradition: the restricted drop. As gamers are exploring the world, they’ll get notifications {that a} new drop is about to occur. From there, it really works form of like an open-world recreation like Murderer’s Creed. Your mini-map will present you the final space the place the drop may be discovered, however it’s as much as you to truly discover it. For those who handle to, you’ll be entered right into a queue for the chance to purchase regardless of the merchandise is. “In my good state of affairs, your avatar shall be purchasing round, and then you definitely’ll be alerted {that a} drop goes to happen. And it’s important to cease what you’re doing after which attempt to find it on this planet,” says Wright.

Maybe essentially the most bold side of ComplexLand is the meals vehicles. You’ll be capable to go as much as a digital truck, order meals, and have it delivered to your home. Right here’s how Wright describes it:

It’s one thing that we actually needed to ensure we had been in a position to execute on as a result of the meals vehicles at ComplexCon are such an essential half as a result of the eating places that we select are actually top-tier. Mainly, what you’ll be capable to do is, if you’re on this planet, we’ll have 4 meals vehicles all primarily based round issues like burgers or tacos.

At that time, your avatar will strategy the truck, and also you’ll be capable to see menu objects which can be region-specific — so if you happen to’re in New York, you get the New York burger, and if you happen to’re in Chicago, you get the Chicago burger — after which we’ll work with the restaurant to have that merchandise out there by their supply platform. As soon as you choose the menu, you’ll be linked to the restaurant’s meals supply service of selection, and it’ll be delivered to you.

ComplexLand represents the confluence of a number of traits, from occasions going digital to the collision of vogue and gaming. Each of those grew to become extra outstanding in 2020, whether or not it’s Balenciaga making a game to show off its next clothing line, Lil Nas X performing inside Roblox, or Animal Crossing fans working together to design in-game streetwear.

ComplexLand differs in some methods as a result of it’s so overtly business, designed explicitly for purchasing, however that is also indicative of the way forward for digital worlds. In spite of everything, Fortnite’s continued progress has been constructed largely off of popular culture collaborations with Marvel and Star Wars. Manufacturers are in every single place. ComplexLand merely embraces this truth greater than most. And whereas it was designed initially for a week-long occasion, it may additionally find yourself being a extra everlasting digital area.

“We constructed it with the target that we might most likely convey it again,” says Wright.



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