The Swedish Institute has announced (Swedish) plans to open an embassy in the 3-D virtual world Second Life. To named the “House of Sweden,” the virtual site will mirror the construction of Sweden’s embassy in Washington, D.C., and will act as the nation’s virtual representative to the over three million people from around the world who have alternate identities in Second Life.
General Director for the Swedish Institute Olie Wastberg characterized the embassy as an alternative way for Sweden to reach out to the rest of the world, and with eye towards attracting Second Life’s traditionally young, affluent audience with information about Sweden. The embassy will “”will have answers to questions on all aspects of Sweden,” said Wastberg.
Second Life was launched in 2003 by Linden Lab, and features highly customizable human avatars, an enormous virtual world, and an in-game economy (represented by “Linden dollars”) tied to the real-world economy. Residents can buy land, build houses and other objects, and trade goods and services. As the virtual environment’s population has grown, it has begun attracting the notice of real-world retailers, and has played hosts to unique concerts, screening, and special events for Second Life residents.
