‘TIME Square’: Iconic neighborhood to be recreated in the metaverse

TIME Magazine is taking a big leap into the metaverse with the recreation of New York’s Times Square in metaverse realm, The Sandbox.

The platform has partnered with TIMEPieces, TIME’s official NFT community initiative.

The digital version of the iconic location is set to be a virtual hub for art and commerce, inspired by the “visual spirit and energy” of the US neighborhood.

Built on the brand’s land, this project marks TIME’s first step into the metaverse.

Company President Keith A. Grossman has put forward an open call for architects to design TIME Square, in the search for talent to reimagine the destination as a voxel creation

“Our goal is to create a destination that will be the heart of the metaverse,” Grossman said. “Since launching TIMEPieces in September 2021, we have focused on developing a community in Web3 that benefited from the incredible 100- year legacy and access TIME has established.”

TIME Square is set to offer unique experiences to TIMEPieces holders by providing virtual access to discussions, events, screenings of TIME Studios projects, and educational content.

COO and Co-Founder of The Sandbox, Sebastien Borget, believes the partnership is a natural one as “The Sandbox is often viewed as a ‘virtual Manhattan’”. He envisions TIMEPieces as the “beating heart and soul” of the platform.

The similarities are easy to see. Times Square is a vibrant space of culture, entertainment, and yes – brands.

A myriad of major companies have made their forays in the metaverse this year, with what seems like a new entrant every second day. From Nike to Subway, big business is going all-in on virtual worlds.

So far, over 165 brands have established a presence in The Sandbox, including Adidas, Snoop Dogg, The Walking Dead, and South China Morning Post.