Paris Hilton launches metaverse business on Roblox

Paris Hilton has created an island on online virtual world Roblox, dubbed, Paris World, which allows visitors to explore digital replicas of her property.

The digital replicas include her Beverly Hills estate and its dog mansion, a boardwalk inspired by the neon carnival wedding celebration she and husband Carter Reum hosted earlier this year at the Santa Monica Pier in California.

Users will be able to explore the island in a luxury sports car or Sunray yacht.

Paris World will collect small payments for purchasing a piece of virtual clothing or booking a ride on a jet-ski.

“For me, the metaverse is somewhere that you can do everything you can do in real life in the digital world,” Hilton said.

“Not everybody gets to experience that, so that’s what we’ve been working together on over the past year – giving them all my inspirations of what I want in that world.”

READ MORE: Nike acquires virtual fashion brand RTFKT amid metaverse push

Hilton is one of a number of celebrities and brands who are embracing the prospect of a metaverse, after Mark Zuckerberg announced his company was rebranding itself to Meta as it seeks to roll out its own virtual world in the coming months and years.

A number of retailers including Tommy Hilfiger have also launched digital clothing lines on Roblox.

Nike opened its “Nikeland” virtual world last month, letting users play online games with friends, while spending currency on digital Nike clothing pieces.

Rappers Lil Nas X and Travis Scott have also held concerts last year for millions of virtual concertgoers.

Paris World has been launched in tandem with her new media company, 11:11 Media, which aims to capitalise on the surging creator economy which has seen the world’s celebrities take home huge sums of money.

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