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Second Dior

Posted by SIM on January 19, 2007

DIOR’S NEW JEWELRY UNVEILED IN WEB FANTASY WORLD SECOND LIFE

PARIS, Jan 12, 2007 (AFP) – Dior launched its latest collection of rarified jewellery Friday in the virtual reality of web-based Second Life, a fantasy world peopled by computer-generated residents (http://secondlife.com).

In the first such virtual launch for a French luxury house, four of the 17 pieces worth between 150,000 and 1.2 million euros will be visible 24 hours a day in the online fantasy world peopled by 2.5 million “residents”, virtual characters whose likenesses are created by members.

Online enthusiasts will need to seek out the fantasy world’s Belladone Island for a peek at the extravagant jewels designed by Victoire de Castellane but will be unable to purchase any, a company source said.

“This is not a marketing project,” said the source, who declined to be named. “We needed an ultra-contemporary casket” for the collection, she added. The entire collection will be unveiled in the real world of a Paris museum late February.

Second Life, created by a San Francisco technology company called Linden Lab, has attracted several real-world companies, including car manufacturers and sports clothing makers, which created 3-D stores.

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