SHOPIFY Gaming Experience

ComplexLand is a fully virtual, immersive convention experience inspired by ComplexCon, the annual streetwear and pop culture event known for exclusive drops, live performances, and high-energy brand interactions. ComplexLand was born out of necessity in 2020, when the COVID-19 pandemic halted all large-scale physical gatherings. 

Complex Networks partnered with Jam3 to recreate the highly anticipated convention in a digital form that would feel just as immersive and commerce-driven as the original. Attendees attending ComplexLand could create avatars, explore a 3D map, visit brand installations, discover products, and engage in a game-like experience designed to capture the hype, exclusivity, and cultural energy that made the in-person event a destination. 

Team collaborated with CQL to power the commerce layer behind the virtual world. The goal was to maintain seamless shopping, accurate inventory, and a high-volume checkout experience without requiring attendees to leave the digital environment. To achieve this, ComplexLand was built as a headless commerce experience, integrating Shopify’s Storefront API and a custom-built Shopify Proxy Service to unify product data, manage high demand, and handle real-time ordering at scale. Exclusive product drops were gamified, bot attacks were mitigated, and commerce was deeply embedded in exploration and play. 

The result was a first-of-its-kind virtual convention that blended culture and commerce, reached audiences in 174 countries, drove millions of engagements, and proved that immersive, community-driven shopping experiences can thrive both online and off.