How ComplexCon plans to keep the spirit of the event online with ComplexLand





It’s a cutting-edge mall mixed with a fashion conference that landed on top of a music festival all inside of a video game.

And ComplexLand, the online version of the annual ComplexCon event, makes its virtual debut Dec. 7-11.

And just like the real-life version, which mixes pop culture with edgy fashion and sneaker drops plus live music and fashion panels at the Long Beach Convention Center, ComplexLand attendees will be able dress up in stylish gear and enter stores to buy merchandise, see performances and some will even get some grub from food trucks.

How?

A personalized avatar will do all the walking and shopping in a three-dimensional world meant to recreate the real-life experience of ComplexCon.

“It was very important to make sure that we tried to capture the spirit of ComplexCon as much as possible in the digital environment,” said Neil Wright, head of collaborations and experiential at Complex Networks, organizers of the event.

Curated by Pharrell Williams, who serves as cultural director and host committee chair, the annual ComplexCon made its debut in Long Beach in 2016.

The event features sneaker companies such as Adidas and fashion-forward retailers including basketball-inspired fashion brand Bristol Studio, and Billionaire Boys Club — a clothing and accessory company founded by Williams —selling their latest wares to thousands of young fashionable shoppers before they’re released to the general public.

Nike enthusiasts stood in long lines to pay a hefty amount for customizable white shoes at Complexcon. Complexcon is a gathering of creators, artists, designers, and shoppers. The two day event brought thousands to the Long Beach Convention Center.
Long Beach November 4, 2017. While the event has been canceled this year, people can still shop online at ComplexLand, which makes its virtual debut Dec. 7-11(Photo by Brittany Murray, Press Telegram/SCNG)


The StockX booth at Complexcon where live auctions were taking place for shoes, watches, apparel and more. Complexcon is a gathering of creators, artists, designers, and shoppers. The two day event brought thousands to the Long Beach Convention Center.
Long Beach November 4, 2017. While the event has been canceled this year, people can still shop online at ComplexLand, which makes its virtual debut Dec. 7-11.(Photo by Brittany Murray, Press Telegram/SCNG)






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The three versions of Timex’s collaboration with Pacman available during ComplexCon at the Long Beach Convention Center on Saturday, November, 2, 2019. While the event has been canceled this year, people will still be able to shop online at ComplexLand, which makes its virtual debut Dec. 7-11.(Photo by Drew A. Kelley, Contributing Photographer)


Shoppers line up inside the Adidas booth at Complexcon. Complexcon is a gathering of creators, artists, designers, and shoppers. The two day event brought thousands to the Long Beach Convention Center. Long Beach November 4, 2017. While the event has been canceled this year, people will still be able to shop online at ComplexLand, which makes its virtual debut Dec. 7-11. (Photo by Brittany Murray, Press Telegram/SCNG


Armen Dellalian was checking of the Fear of God line of sportswear at PacSun. He was attending ComplexCon, a two-day festival thrown by Complex magazine, a youth culture magazine that focuses on trends in style, pop culture, music, sports and sneakers. Thousands attended the festival at the Long Beach Convention Center on Saturday, November 3, 2018. While the event has been canceled this year, people will still be able to shop online at ComplexLand, which makes its virtual debut Dec. 7-11.
(Photo by Bill Alkofer, Contributing Photographer)






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Previously there have been music performances from artists such as rapper Kid Cudi and Grammy-winner and Oxnard native Anderson .Paak, plus panels with celebrities and fashion experts.

But like all other public events, ComplexCon had to be canceled this year due to the pandemic. It’s scheduled to return to Long Beach in November 2021.

But before the call was made to cancel ComplexCon, Wright said they already had a contingency plan, and that was ComplexLand.

Capturing the spirit

The first step in capturing the spirit of ComplexCon is the avatar, which can be customized with headgear, shoes, pants, hair and aura, which means you can select the color of your avatar.

The avatar can then strut around this futuristic-looking mall. Think of it like a video game like Fortnite, but with shopping instead of shooting.

Avatars can go into stores and buy merchandise with real-life money.

“Unlike some other digital events that are timed and calculated and kind of force you to go along with their schedules, here you choose your own adventure for the entire experience,” Wright said.

One place where avatars will want to hang out is the Astral Market, which is where people can find out about new merch drops and see panels and performances by various yet to be announced artists.

But instead of performing in a live stream, the performances will be made of videos created specifically for ComplexLand.

And since shopping makes you hungry, there will be food trucks as well where some people will actually be able to order meals.

“This was something that was one of the most ambitious endeavors of the entire activation of ComplexLand,” he said.

Avatars can check out several food trucks that will be selling things like tacos, burgers and sandwiches.

When the avatar orders a meal, people will be redirected to a restaurant near them that serves that type of food so they can get it delivered.

Food delivery options may not be available in all regions.

So if you log in from some far-off isolated place, you and your avatar may go hungry.

If your avatar goes:

When: Dec. 7-11

Where: complexland.com

Cost: Free to explore, shopping is optional

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