Web Experience

Redefining the future of virtual events & e-commerce with a shoppable 3D world.

Overview

A mind-blowing virtual experience.

To recapture the cultural clout of ComplexCon in the age of isolation, Jam3 and Complex Networks created Complexland: a first-of-its-kind gamified web experience for ecommerce and culture. Part sci-fi treasure hunt, part virtual bazaar, part Club Penguin for sneakerheads, ComplexLand was a five-day convergence of music, fashion, celebrity, and hype.

Deliveries

Strategy, Design, Production
Development, UX & QA

Challenges

Reimagining an icon

ComplexCon is an absolute institution. After 4 years of being called things like “the cultural superbowl,” even its own hype couldn’t slow it down. And then it had to stop, due to the pandemic. That’s a big gap to fill. We had lots of questions.
How do you turn the hypest of events into a globally accessible, expansive world for brands, creators, artists, and consumers? How do you help over 60 brands sell inventory while giving fans a mind-blowing experience?

Approach

Pushing the boundaries of virtual events.

We dissected the style and structure of the massively successful event to reassemble it as an abstract webgame. Unlike many virtual events, which tried (and sometimes failed) to capture the energy of a crowded room, we made ComplexLand a single-player experience. Instead, the focus was on global accessibility, incredible partnerships, and lots of fully-shoppable merch.
We used webGL to make the event run in any browser, from desktop or mobile. The experience itself is like a retro-futurist roleplaying game. You can customize an avatar, roam a 3D map, and even compete for exclusive product drops. Exploring can even lead you to musical performances, food deliveries, and celebrity panel discussions and screenings.

Results

10,000 items sold in just 5 days.

1+ Million USD sold, with some brands selling out their inventory.

174 different countries + 725,000 visitor sessions throughout the week.

  • Complex turned its fashion and music festival into a futuristic video game.

  • ComplexLand made virtual shopping a reality.

  • ComplexLand is a responsible alternative to ComplexCon and could revolutionize how large events are experienced.