Highstreet (HIGH) is a decentralized, commerce-focused metaverse that integrates gaming with shopping. It is built with virtual reality (VR) support and aims to redefine the online retail experience. Highstreet uses its native token, HIGH, and a utility token, STREET, to facilitate in-game transactions and governance. The platform allows users to explore the metaverse, complete quests, and acquire goods that have both digital and real-world utility. The aspect of Highstreet that sets it apart is its concept of "phygital" products, which are physical items bonded to corresponding digital tokens, providing additional utility within the metaverse.

Highstreet operates as a play-to-earn metaverse where users can engage in various activities such as exploring the virtual world, fighting monsters, and completing quests. The platform uses two tokens: HIGH, which is a governance-heavy token, and STREET, which serves as the primary currency for commerce within the game. Users can earn STREET by completing tasks in the game. HIGH is used for voting on major platform decisions, stacking for potential returns, and purchasing products on the marketplace. Highstreet also implements bonding curves to provide product liquidity for buyers and offer automated price discovery for sellers.

Highstreet provides a blend of gaming and shopping, offering a different dimension to the online retail experience. Users can purchase "phygital" products, which are physical items bonded to corresponding digital tokens, providing additional utility within the metaverse. This allows users to use items within the metaverse and also receive the item in real life. Highstreet also provides a platform for brands to establish their presence in the virtual world, providing an avenue for consumer engagement. Furthermore, the platform's governance model allows users to participate in decision-making processes, fostering a sense of community and ownership among its users.

Highstreet was rebranded from a computer vision company, LumiereVR, established in 2015. The co-founders of LumiereVR and Highstreet are Travis Wu and Jenny Guo, both of whom have extensive backgrounds in software development, blockchain technology, and VR. The Highstreet token first went live in October 2021. The platform has since been in private alpha testing and is currently in the process of public beta testing. Highstreet's approach to integrating shopping with gaming positions it as a player in the metaverse space.

For merchants, Highstreet strives to reduce the need for a central authority, potentially decreasing points of failure and inefficiencies. This decentralized approach could allow for direct interaction with customers, potentially impacting fees and the risk of fraud. Highstreet (HIGH) aims to provide a platform where all stakeholders can participate in the marketplace's future. For users, Highstreet (HIGH) seeks to establish a censorship-resistant platform with clear regulations that cannot be altered without user consent. Highstreet (HIGH) aims to prioritize security, as there is no central point of failure, potentially making it resistant to hacking and other cyberattacks. Highstreet (HIGH)'s decentralized marketplace intends to establish a structure that may result in different fee dynamics. It also respects user privacy, without geographical restrictions.

Highstreet (HIGH) utilizes blockchain technology with the aim of improving the transparency of transactions by creating a shared, immutable ledger of all transactions. This ledger is inherently tamper-evident and provides a trusted, shared, and reliable way to record, validate, and view transactions across a complex system with many participants. This approach seeks to reduce the dependency on third-party facilitators, thereby aiming to increase the transparency and traceability of transactions. The use of blockchain technology in HighstreetHIGH intends to automate the shipping processes among different participants in the supply chain ecosystem. This method aims to provide all parties with a platform for value exchange and a single source of truth, which was previously challenging. Blockchain technology also interacts with other technologies like Internet of Things (IoT), smart contracts, and artificial intelligence with the intention of improving supply chain processes.

Highstreet has established strategic partnerships with several high-profile companies to encourage use. These partnerships include co-founders of companies such as Crunchyroll, Twitch, Kabam, Rotten Tomatoes, and Fitbit. Highstreet seeks to create a marketplace that bridges the gap between real and virtual worlds, providing users with a unique retail and entertainment experience. Highstreet has announced partnership agreements with major industry platforms and Animoca, positioning itself as a metaverse partner for apparel and crypto projects. Highstreet is exploring the concept of Metaverse-as-a-Service, facilitating companies to explore the metaverse by joining Highstreet World.

Highstreet (HIGH) aims to address the challenges in traditional e-commerce models by leveraging the power of headless commerce and artificial intelligence. Headless commerce is an approach that separates the frontend customer experience from the backend commerce functionality, allowing businesses to create highly customizable and unique shopping experiences across various digital channels. This means brands can differentiate the customer experience from channel to channel to create a consistent experience where desired and differentiation when needed. HighstreetHIGH also utilizes artificial intelligence for decision-making, transforming large amounts of data into computable, understandable, and real-time learning to obtain the required information. This allows Highstreet (HIGH) to provide a tailored and streamlined shopping experience for its users. Moreover, HighstreetHIGH aims to explore potential improvements in areas such as logistics acceleration, brand innovation, and payment method innovation to improve upon the e-commerce experience.

Highstreet's HIGH token is integrated into its loyalty and rewards program, serving as the primary utility and governance token. Users may receive HIGH tokens as non-monetary rewards for participating in in-game activities such as quests and social events. These tokens are essential for progressing in the game and can be used to acquire special items and virtual real estate. HIGH tokens enable user participation in governance activities, contributing to the future features of Highstreet. This tokenization of loyalty points aims to create a unique market for secondary trading between customers, striving to provide flexibility and user engagement. The HIGH token is utilized in Highstreet Realty, where users may acquire real estate in Highstreet World. Owners of these virtual properties may receive HIGH tokens as non-financial incentives from transactions and economic activities that occur in their area. As Highstreet World evolves, residents may vote on regional issues, integrating the HIGH token into the platform's ecosystem.

HighstreetHIGH aims to provide an environment with various security measures for its users. These measures include data encryption, which employs complex algorithms to encode data, making it unreadable to unauthorized users. Multi-factor authentication (MFA) is another measure used, necessitating users to provide multiple forms of verification before granting access to the platform. HighstreetHIGH also utilizes firewalls and intrusion detection systems (IDS) to monitor and filter network traffic, raising alerts if any suspicious behavior is detected. Regular security audits and penetration testing are conducted with the aim of identifying vulnerabilities and weaknesses in the platform. HighstreetHIGH places emphasis on educating its employees about cybersecurity best practices, aiming to reduce the risk of insider attacks or accidental data breaches. Access to sensitive data is controlled based on an individual's job role, with the intention of ensuring that employees only have access to the information necessary for their responsibilities. Lastly, HighstreetHIGH has incident response plans in place, aiming to effectively mitigate and respond to security breaches.