What: Former John Lewis premises are now dedicated to experiences, through a partnership with a metaverse operator.

Why it is important: Mixing virtual and physical reality is here, as the Sandbox will provide virtual gaming and full immersion in the metaverse, while at the same time entertaining customers with robots and other animations. Such initiatives, if they are generalized, should be monitored closely by department stores.

Hammerson, a UK-based real estate company, has signed virtual reality experience Sandbox VR as part of its plan to diversify the use of Grand Central (Birmingham, UK) which hosted a John Lewis store in the past.

Sandbox VR will open a 1,300 sqm space in the location this summer, which will be its third location in Europe and largest to date as it expands in the UK and Ireland. The virtual reality experience will offer group gameplay and socializing in exclusively designed interactive worlds. The Grand Central location will also feature a robotic bartender.

Sandbox VR's co-founder said the location is ideal for launching the company's second UK site. Hammerson also recently announced plans to create a new office, social, and entertainment district in Birmingham. The company is working to create a multi-use destination.

Metaverse operator the Sandbox to open a third physical space in Europe