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Duran Duran performed there. A Harvard law professor held a lecture. Starwood Hotels introduced its new Aloft chain there as well. And Adidas set up shop.

The place: Second Life, a 3-D virtual world, launched publically three years ago by San Francisco-based Linden Lab, which mirrors real-life commerce by allowing residents to buy and sell property and goods. More than 800,000 people have established residency there and, at press time, about 300,000 had been active within the last 24 hours alone.

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