Gothenburg – Opening in 2024, the World of Volvo is a brand experience centre that will introduce Scandinavian principles of landscape design, ecology and architecture to the automotive industry.

Inspired by the Swedish concept of Allemansrätten, which refers to the fundamental right of all citizens to explore nature and to roam freely on land, the building features a circular timber structure that blends in with the surrounding landscape. The centre, which has been designed by architecture firm Henning Larsen in Gothenburg's Event area, will offer exhibitions, talks, conferences and music, as well as food and shopping.

By providing a space for residents to connect with nature, Volvo is implementing some of the design cues we have previously seen in Biomimicry Hotels. ‘With its deep connection to Scandinavia, from its landscapes to its architectural tradition, World of Volvo has given us the opportunity to explore the profound relationship between architecture and the natural environment,’ explains Søren Øllgaard, design director at Henning Larsen.

Although the metaverse is still only in its initial stages, members of Generation Z are already plotting ways to earn a living from it. According to research by Vice Media Group and Publicis Groupe, one third of Gen Z gamers aspire to build a career in the metaverse.

The survey, which highlights popular multi-player online games such as Fortnite and Roblox in its definition of the metaverse, also shows that young people are forming more meaningful connections to their online identities. Some 57% of respondents claimed they felt more empowered to express themselves in games than in real life, while 45% said that their in-game identity is a more accurate reflection of themselves.

With these considerations in mind, it’s only natural that Gen Z would view the metaverse – and Alternet Economies more broadly – as a lucrative future economy in which to pursue a career.