What: While brands go virtual, Facebook’s Meta which ignited the metaverse craze is breaking ground with brick-and-mortar.

Why is it important: Meta revealed plans to open its first retail location at its Burlingame, Calif., campus. The 1,550-square-foot store will feature demo areas where shoppers can check out the hardware. People can make video calls with store employees using Portal, play Beat Saber or other titles on the Quest 2 virtual reality headset, and try on Ray-Ban’s connected camera glasses, available in three styles.

The company joins the ranks of its Big Tech comrades with physical outposts, including Apple, Google, Samsung and Microsoft, though the latter drastically cut its retail efforts during the pandemic. For Meta the move makes sense for esoteric technology like virtual reality and smart glasses, for which there’s no substitute for firsthand experience.

WWD - Facebook’s Meta to Open Its First Retail Store

Fashion Network - Facebook-owner Meta to open first physical store in metaverse bet