Scrutinizing Bunnies Zoey Witherspoon (left) and Jacinda Paine
Tateru's weekly look at recent real world incursions into Second Life
What happens when Tateru Nino, motherly Mary Poppins of the metaverse, goes to visit Playboy island? A new Avatars Gone Wild video? How does an autistic Resident explore what is, arguably, the most tactile and sensual brand in the world?
In addition to Playboy, we look at the SL Pride Festival, discussions on virtual goods and the future of the 3D Web, the BlogHer conference, a big Japanese department store that expects to make millions through SL this year, and more.
If you were to ask 100 heterosexual men what they think of when you say "Playboy", I'd wager that few if any of them would say "Culture, art, luxury, relaxation". Nevertheless, that's the brand message that I've always perceived from Playboy. The sexual aspects seemed to me to be... insignificant to the overall theme.
So what did I see when I went to Playboy Island? Pretty much exactly what I expected.
Playboy island (SLURL) is dominated by a central building which stocks a variety of Playboy themed fashions. The store is flanked on several sides by small, island-themed sitting and gathering spots, with single and double poses scattered about. There's a small grotto underneath, opening on the South side of the island. Poses involve dancing, sitting/reclining, some cuddling and one or two kisses.
Sensual lounging with Patchouli Woollahra
Just about the most sexual thing you'll find on the island is one or two photos revealing a portion of a nipple. During my time spent there, I saw a trickle of avatar visitors (mostly, but not all, dressed - none more than 24 hours old) who appeared, scoured the island, tried out poseballs in various areas and departed. Several asked me where the sex was. Then again, if you'd asked me to design an island around my impression of the Playboy brand, rather than the more commonly-accepted image, this is the sort of place I would have produced.
Playboy's island launched fairly solidly, hitting the number five spot in its first week and maintaining sixth place this week, despite an apparent failure to meet the preconceptions of quite a sizable percentage of the target demographic. (There are already a vast selection of far more graphic, homegrown gentlemen's clubs to choose from.)
During my first few visits, in any case, there was a dearth of Bunnies. MSGiro Grosso of Sentient Services says that an additional twelve staff members were hired today, to provide 24x7 coverage for the island. Grosso adds that Playboy is taking the long view with "a minimum twelve month plan and... lots of exciting things that will take place that will get people closer to Playboy than ever before. And in some cases right in the middle of it."
The clothing items on sale are interesting and varied, apparently commissioned works from a couple of designers. These aren't giveaway items, and are priced much as you'd expect any Second Life designer's quality work to be. The build itself is easy on the eye, and not rough on the hardware. The bunny-shaped island looks good on the map, and comfortably idyllic on the ground.
So, what's the message here? It seems to be a cross between branding and the celebration of the Playboy lifestyle. There's not much here that you wouldn't find in virtually any club in Second Life, but it is attractive and focuses on a leisurely and sybaritic lifestyle. It's about what Playboy is about - art, music, fashion, culture and relaxation - even if that isn't what many people associate with the brand.
Disclosure: Playboy was a NWN advertiser
Mixed Reality Happenings
- Stroker Serpentine has sold sim Amsterdam to 3dutch.com, the 3d media division of Dutch-based Boom BV. [Reuters]
- Female blogger conference, BlogHer'07 (which will include Robin Harper of Linden Lab) is extending the conference to Second Life as well. [SLNN]
- This week a group of luminaries from a variety of walks gathered for the Virtual Goods Summit. [3pointD]
- Representatives from Amazon, Cisco Systems and Ogoglio met in Second Life this week to discuss the future of the 3D Web. [Second Life Insider]
- Delta L have created a teamwork simulator to evaluate the way people operate while collaborating on tasks. [Second Life Insider]
- More Australians flood into Second Life, in the wake of a spot on Australia's 60 Minutes program. [SLOz]
- Lowell Cremorne looks over The Transformers presence in Sector 7. [SLOz]
- Kim Seifert and her real-life mother paid tribute to a lost family member during the opening ceremony for the Second Pride Festival 2007. [Pixel Pulse]
- Japanese department store aims to sell 40 million yen in goods to Second Lifers. [Second Life Insider]
- Snoopybrown Zamboni (occasionally known as Jerry Paffendorf) has amicably parted company with the Electric Sheep, and moves on to other things, which he hints about in his final blog post on the Sheep Blog.
- The iCommons iSummit 2007 - held both in the physical world and in Second Life - is now complete, and a variety of post-event articles and images are now available. [Sitearm Madonna]
- Richard Dawkins appears inworld, in two different ways. Our Hamlet has the story.
- Hamlet also covers Dalian Hansen's new mixed reality SF novel, set in Second Life.
Got a mixed reality tip for Tateru? E-mail her at [email protected]. And visit her blog.
I'm not quite sure what being autistic has to do with any of this; I was waiting for that part of the story, but apparently, Hamlet, it's just a rather unethical, sensationalist hook. So, just 'cause you're a blog, you’re excused from following journalistic codes? That's pretty disappointing from NWN. "They shall not place unnecessary or gratuitous emphasis on gender, race, sexual preference, religious belief, marital status or physical or mental disability."
....Nice article, Tat.
Posted by: | Tuesday, June 26, 2007 at 12:30 AM
I'd think anyone who'd ever seen the TV series "The Girls Next Door" on E! would get the essential idea behind the Playboy lifestyle, of which Hef is the true embodiment. The undraped female form divine is just part of that. Now, heaven knows I've no objection to divine forms, but Playboy really does offer more than that. The one issue I've bought of it--ironically, featuring a photo spread of the aforementioned "Girls Next Door," which my wife was interested in seeing since she'd seen the process of making that spread on the show--featured a good deal of interesting material; I read it all the way through, not particularly pausing at the pictorials, and I came away with a favorable impression. Not that I'd really want to subscribe or anything, but I'm not going to burn the magazine, either.
I got a similar impression when I went to the Playboy sim myself. The merchandise was good, the ambiance was cleverly designed, and, really, what more could you expect? Of course, many people will probably be disappointed by lack of bewbies; their loss...
Posted by: Erbo Evans | Tuesday, June 26, 2007 at 12:40 AM
Actually, I thought it was a basis for why I don't seem to get the same message from the Playboy brand as - apparently - most people seem to.
You're dead right in one respect, though, I didn't expand on that connection nearly enough.
For me, the Playboy brand isn't and has never been about boobs or sex or gratuitous nudity. I've never seen it that way. Playboy apparently don't see their message that way either, judging by what they've wrought in SL.
Now, I realize that that puts my impression at odds from most folks in the world, and assume that's my autism at work. I really didn't make that connection clear enough in the text, however.
Posted by: Tateru Nino | Tuesday, June 26, 2007 at 12:52 AM
I'm not quite sure what ... wtf, 1st comment ??
Posted by: wtf | Tuesday, June 26, 2007 at 01:00 AM
My impression of the Playboy brand has always been one of cheapness, not luxury. Yes, they run articles on luxury goods, literature, art and politics but all of that is poured into a sort of tacky glossiness that lacks good taste (yes, I am aware how subjective that is). Style and class are not measured in amounts of dollars spent, in my humble opinion.
The Playboy Island had exactly the sort of atmosphere I was expecting - predictable 'luxury' clues like wood panelling and plush couches in the best tradition of glitzy TV shows like Dallas and Dynasty. And those were on TV some 25 years ago.
Playboy remains the brand of men in (designer) shorts and tees shouting 'Woohoo!' at the first sight of a bikini-clad bimbo. You can't get much cheaper than that.
Posted by: Laetizia Coronet | Tuesday, June 26, 2007 at 04:35 AM