Metaverse Beauty Week (MBW2023) embraced the potential of virtual spaces to create truly immersive and interactive beauty experiences. Rather than replicating traditional retail environments, the event encouraged brands to experiment with digital storytelling, gamification, and sensory-driven engagement. Brands like Lush and I Am Proud took advantage of these possibilities, offering experiences that blended entertainment, education, and self-expression. Lush's activation featured a surreal, larger-than-life bath bomb experience, while I Am Proud introduced virtual vending machines dispensing digital wearables tied to real-world products. These activations demonstrated how virtual environments could push creative boundaries and engage audiences in new and meaningful ways.

Spatial played a key role in enabling brands to craft high-fidelity, interactive experiences that stood out during MBW2023. Using Spatial's SDK powered by Unity, brands designed dynamic virtual spaces with real-time rendering, gamified elements, and seamless cross-platform accessibility. Interactive storytelling was made possible through visual scripting, allowing brands to create engaging narratives without requiring extensive coding knowledge. Additionally, the ability to link multiple environments and integrate interactive features helped brands build cohesive, exploratory experiences that kept users engaged. By prioritizing innovation and engagement, MBW2023 highlighted how brands can use immersive digital experiences to redefine beauty in the virtual space.