Closeup partners with Decentraland, introduces Web3 Marriages

Unilever’s oral care brand, Closeup, has partnered with Decentraland to introduce the first-ever ‘NFT Marriage Certificate’ in the world. This allows couples to get married and officiate their union in the metaverse, where a unique NFT will be rendered as a digital representation of their love.

One of the aims of introducing this innovative concept is to address the issue of couples being denied the right to marry because of their faith, race, and sexual orientation due to the laws in their countries.

This month, Close up is opening the ‘Closeup City Hall of Love’ and inviting couples to celebrate their marriage in Decentraland. Couples can start their experience with a proposal and then move on to the ceremony, which will be conducted by a wedding officiant. After they say their vows, their love will be immortalized on the blockchain through the minting of an NFT Marriage Certificate. The couple can also invite their friends and family (in the form of metaverse avatars) to their virtual wedding.

Closeup Global Brand Vice President, Gaurav Datta, explains, “Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgment, so they can experience closeness on their terms."

The NFT Marriage Certificates aren’t legally binding or hold any legal power under the laws of any country. However, the experience has a monumental value and matters to some couples. Neil and Jad, the first couple united at the City Hall of Love, said, “for us it is valid.”

SOURCE: Lifestyle Asia