ITV Studios is working with The Sandbox to launch a version of Gordon Ramsay’s Hell’s Kitchen in the metaverse.
The Hell’s Kitchen restaurant experiences have been designed with input from Ramsay, and will be hosted on ITV’s LAND in The Sandbox.
Additionally, Hell’s Kitchen-themed assets, including limited edition Gordon Ramsay avatars, will be available down the line for players and creators to include in their own original experiences.
“We’re shaping the metaverse to become an expansion of all real world activities through the creative possibilities offered by technology – and who better than Gordon Ramsay and Hell’s Kitchen to bring our first restaurant culinary and social experiences to The Sandbox,” said Sebastien Borget, COO and co-founder of The Sandbox. “In this immersive setting, the show’s fans and community can bring their avatars into Gordon Ramsay’s world and be challenged to bring their creativity to new levels.”
Gordon Ramsay said: “There’s nothing more exciting to me than chartering new territory, whether that’s creating a signature dish, a new restaurant concept, a new show, or now a virtual experience in The Sandbox. I’ve been fascinated by The Sandbox and its offering in the metaverse. I couldn’t think of a better platform to bring the high energy of my Hell’s Kitchen restaurant and brand.”
“We’re right at the beginning of exploring the potential of entertainment brands in the metaverse so we’re very excited to bring Hell’s Kitchen to The Sandbox,” said Neil Bowler, controller of games at ITV.
“Both are innovators in their respective spaces, which is why they make a great match.”