The Metaverse Will Enhance — Not Replace — Companies’ Physical Locations

to sell its AR/VR devices to access the metaverse. Instead of replacing actual stores, physical spaces can provide a way for customers to access the metaverse — maybe for the first time — and experience the latest AR/VR technologies. Physical spaces and locations combine with metaverse technology to offer more opportunities to add value by enriching experiences.

That said, the metaverse has an important complementary role to play here, in broadening access to talent pools — filling specialized and/or fully remote roles, ensuring a diverse employee base, and allowing employers to connect with job candidates virtually before investing in meeting in person. It will also likely be an important piece in how companies handle more mundane kinds of communication while socialization and connectivity happen in person.

All of this means that companies need to think more strategically about what the office is for and where physical presence is required. While they can save money on real estate by letting go of some office space, companies will need physical presence in key talent hubs and even better physical spaces for connectivity and collaboration.

The metaverse presents a significant technological shift — bigger than just about anything that has come before it — that promises to make the virtual world far more like the physical one we are used to living, shopping, and working in. But it will not obviate the need for physical presence in cities.

Human beings are above all else social animals. We require one another and being together in the physical world. While the metaverse can effectively enable and expand access to certain aspects of work and consumption — from live events and experiences to digital art and avatar skins — it will never replace our basic need for face-to-face interaction and connection, even in a business setting. When all is said and done, the metaverse is not a replacement for physical location or cities.

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