Client

U-Hub Metaversea world that brings people together.

A single virtual world for Unilever's whole portfolio. One arrival plaza with four wings off it, and a space for every business group, built to hold thousands of employees and partners at once. Built by ILLUSORR.

Unilever / U-Hub Metaverse · 2022

Built by ILLUSORR

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ClientUnilever
Consumer goods

Year2022

ScopeStrategy, world design, characters, animation, technology consultancy

PlanA central plaza with four wings

OutputFive category spaces inside one world

01 The brief

One company, four hundred brands.

Unilever does not have a product, it has a portfolio. A single virtual space that tried to speak for all of it would have said nothing, and one space per brand would have been unmanageable before it launched.

So ILLUSORR designed by category instead. One arrival plaza, then a space per business group, each with its own light, material and pace, all built from the same plan so a new brand can be placed without a rebuild.

02 The plan

A plaza, and four wings off it.

Seen from above the world is a single figure: a ring at the centre with four petals reaching out of it. The ring is the arrival, where every visitor lands and every route begins. Each petal is a category, and each petal is the same shape, so the world stays readable from the air and from the ground.

Top view · central plaza with four wings

03 The film

The whole world, in one pass.

One continuous walkthrough: the mark assembling, the descent into the plaza, then each wing in turn. It was the piece that made the plan legible to people who had never worn a headset.

U-Hub Metaworld · walkthroughFilm

04 The spaces

Five categories, five rooms.

Each business group got a space shaped around how its products are actually chosen: browsed, tried, explained, cooked or grabbed. Same plan, different rules. Click a category to go in.

Click a category to enter its space

A gathering space inside the U-Hub metaverse

Space 01

U-Hub MarketplaceEvery brand, one street

U-Hub Marketplace · Entered

A street, not a catalogue

The Marketplace is where the portfolio meets the visitor. Brand pods line a single route, each one a room its owner can restyle without touching the street, so a launch can be dropped in overnight.

Brand podsLaunch baysLive footfall

Space 02

Beauty & WellbeingHair, skin, self-care

Beauty & Wellbeing · Entered

A mirror that holds a shelf

Beauty gets the most tactile room in the world. Product sits at hand height on lit plinths, and the wall behind is a mirror that shows the visitor holding what they are looking at.

Try-on wallLit plinthsRitual demo

The U-Hub metaverse seen from the concourse

Space 03

Home CareThe house, cut open

Home Care · Entered

Function made visible

Home Care is explained rather than displayed. Surfaces, water and fabric are shown mid-process at a scale a shelf can never manage, so the claim on the bottle becomes something you can walk around.

Process at scaleSurface labsRefill station

Space 04

Foods & NutritionCooking, kitchens, growing

Foods & Nutrition · Entered

A garden that keeps a kitchen

Nutrition is the only zone with weather. It runs outdoors: planting beds, a long table, and brand kitchens set into the landscape, so provenance and cooking sit in the same view.

Growing bedsLong tableBrand kitchens

A U-Hub metaverse hall dressed for an event

Space 05

Ice CreamTreats and impulse

Ice Cream · Entered

Built for a five-second decision

Ice cream is impulse, so the room is short. One approach, one counter, one wall of cones at giant scale. Nothing to read, everything to point at.

Single counterGiant conesImpulse loop

05 Brands in the world

The portfolio, placed not pasted.

Brands enter the world as architecture, not as logos on a wall. Each one gets a volume with its own colour and material inside its category, which keeps the parent world coherent while letting a brand be recognisably itself.