Unilever’s oral care brand Closeup is bringing metaverse marriages to the world in partnership with Decentraland. In fact, marriage certificates in the form of NFTs will be issued to couples tying the knot in the metaverse. Wonder how it works? Read on to find out more!
Closeup upholding the right to love in Decentraland
As a champion for closeness for over 50 years, Closeup has always believed in the freedom to love. With metaverse marriages, Closeup hopes it can provide a safe space for couples to express their love without external prejudice. This is especially true for couples being denied the right to marry in the real world due to their race, faith, or sexual orientation.
Taking place in the City Hall of Love in Decentraland, couples will first create their avatars and propose to their partners under the witness of the Cupid. Next, the couples will choose a wedding officiant in Decentraland to sign their NFT marriage certificate. Once done, this will help immortalize the couples’ unions on the blockchain.
“Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgment, so they can experience closeness on their terms,” said Gaurav Datta, Global Brand Vice President of Closeup.
Indeed, as the metaverse grows in scale and becomes more inclusive in nature, we will see more diverse communities shaping up in the metaverse.