The American socialite, businesswoman, model, singer, DJ, and actress Paris Hilton will be playing an electronic set on this New Year’s Eve on her virtual island on Roblox.
Hilton’s island, called Paris World, within the online virtual world is a spot where visitors and her fans can explore digital replicas of her Beverly Hills estate and its dog mansion, take a walk around the boardwalk inspired by the neon carnival wedding celebration hosted by her and her husband earlier this year at the Santa Monica Pier in California, and roam around the island in a luxury sports car or Sunray yacht.
“For me, the metaverse is somewhere that you can do everything you can do in real life in the digital world,” said Hilton. “Not everybody gets to experience that, so that’s what we’ve been working together on over the past year – giving them all my inspirations of what I want in that world.”
Hilton enters a long list of celebrities and brands flocking towards the metaverse with the initiative. Brands such as Tommy Hilfiger have introduced a line of digital ready-to-wear fashion for Roblox avatars. Nike had set up its virtual world called Nikeland back in November. Rappers Lil Nas X and Travis Scott also held concerts for massive virtual audiences over the past year.
Paris World is the latest venture unveiled by Hilton’s new media company, 11:11 Media. The company is the brainchild of her and veteran media executive Bruce Gersh aiming to capitalize on the expanding creator economy.
She has also ventured into the NFT space by collaborating with designer Blake Kathryn to sell three unique pieces of digital art, one of which was sold for excess of $1.1 million.
“The final piece of the digital space is the metaverse,” said Gersh. “We think that there’s a real opportunity for Paris to influence, even at a younger level than who her core customer is. We’ve built a fantastic, whimsical world that we believe her fans and new fans will just love.”
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