Reality Meets Virtual – Jordanian Wellness Company Launches Itself into the Metaverse

The barrier between real and virtual is getting significantly blurred in an increasingly digital society. If the metaverse becomes a reality, the lines will become even more blurred, especially with the ambition of Facebook creator Mark Zuckerberg to develop a virtual network through which people may engage and conduct activities online.

This world will include activities such as buying, attending concerts, or playing video games, so that the network becomes another stage in our lives.

What is the metaverse, exactly?

A metaverse would be a place where humans may engage socially and economically through avatars in cyberspace. This world will act as a mirror copy of the real world but without its physical constraints.

 Therefore, according to Edward Castronova, a video game and virtual worlds researcher, three main laws or features in the metaverse are deemed essential:

  1. Interactivity: The user must be able to communicate with both other users and the ‘metavers’ as a whole. To put it another way, it must be able to influence objects and users.
  2. Incorporeal Nature: Physical barriers are removed in the metaverse, and the closest thing to our own reality can be found in things like our own avatar that represents our identity.
  3. Persistence: The metaverse will become more tangible and converge in the union of many technologies related to virtual immersion, allowing us to live a more consistent life there.

There have been other descriptions and uses for the metaverse concept since this original approach. With his film Ready Player One, an adaptation of a book by Ernest Cline published in 2011, visionary director Steven Spielberg popularized it in 2018. And, the video game Fortnite began to exploit this interaction between people and technologies to some extent, by organizing events that brought together millions of users around the world at the same time. It was an exquisite hit, and it took on new meaning when a number of well-known musicians, such as: Marshmello, Travis Scott, and Ariana Grande — who collaborated with the video game to play live in the center of a COVID-themed arena.

Fine Hygienic and the Middle East

Thus, with the launch of Fine Iconic Pack, Fine Hygienic Holding became the first Middle East-based company in Amman, Jordan to enter the metaverse.

The leading wellness group and manufacturer of reusable protective masks and hygienic paper goods, Fine Hygienic Holding (FHH), has become the first Middle Eastern FMCG firm to launch its own NFT (Non-Fungible Token) collection.

“Fine Hygienic Holding is a brand of the future; we are not afraid to embrace change. As customers will already know from our move into reusable Fine Guard face masks, as well as other products such as hand sanitizers and wipes that incorporate innovative technology,” said FHH CEO James Michael Lafferty.

Metaverse applications

What applications might the metaverse have if it replaced the internet? What kind of adventures could we have there?

  • Playing: Taking video games to the next level by offering infinite universes and fully immersive experiences.
  • Enjoyment: Virtually enter a concert, or other form of entertainment, and experience it in an immersive way.
  • Work: Create your own virtual workspaces, and in fact, Facebook is already driving this project.
  • Buy: Interact with brands and get hold of virtual but also real objects in the stores of the metaverse.
  • Watch: The metaverse will have a life of its own. Thus, we will be an active part of its-day-to-day life and evolution.
  • Socialize: Personalized avatars will create group experiences that facilitate social interaction.

Therefore, it is evident that the metaverse notion is on the verge of becoming our new reality. This reality will promote virtual interaction which will become more prevalent and efficient.

WE SAID THIS: Should we embrace this change and strive for technology that promotes efficiency? Make sure to also check out A Showcase Of The Middle East’s Latest Tech Developments – What To Expect At Cairo ICT 2021