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Virtual reality metaverse is candidate to be the future platform for re-tail. Nevertheless, the knowledge in designing virtual environments and their influence on products is limited in literature. Common "brick and mortar" virtualization of shops as realistic digital twin is a reductive approach compared to more creative experiences. This work explores novel paradigms by evaluating "anomalous environ-ments" deviated from the ordinary conception. Different anomalies are evaluated within 8 scenes promoting an existing line of futuristic-looking tracksuits. The experimentation on 42 subjects, shows that anomalous environments, especially when aligned with the product's storytelling, can increase products likeability, interest and perceived valorization.
Musolino et al. (2024) studied this question.
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