Bvlgari opens exclusive BVLGARI WORLD in collaboration with Zepeto, Asia’s largest metaverse platform.
In the latest Web3.0 and fashion crossover, Italian luxury jewellery and accessories house Bvlgari collaborates with Zepeto to launch BVLGARI WORLD, an on and offline showcase of the 2022 Bvlgari Resort Collection that is inspired by the summer sky, with hues of gold and warm apricot spread delightfully across the collection.
The choice of Zepeto as the metaverse platform to collaborate with might surprise outsiders, but for the house, it is only a natural move made with the future in mind. Zepeto has attracted more than 320 million users worldwide since its launch in August 2018 with some 80% of the users being teenagers. Bvlgari said, “the platform is cementing its position as a popular playground for global Generation Z in the era of metaverse”. And luxury-focused Gen Z consumers are key for high-end labels both for what they might buy today and for securing them into the brand for the future.
This activation also includes a set-up of a physical pop-up store and café located in Parnas Hotel Jeju, titled Bvlgari Sunset In Jeju, which has also been virtually created in the Bvlgari Zepeto World “so visitors can experience and have fun without visiting the real location”.
In the virtual space, visitors are welcome to complete quests that will win them the Bvlgari Resort Collection and other signature accessory pieces with which they can dress their avatars. They will also be privy to the Italian house’s other jewellery collections, which include Bzero.1, Divas’ Dream and Serpenti.
The brand’s global ambassador Lisa of BLACKPINK hosted a virtual live event on August 31, when the virtual Bvlgari world opened on the platform. Her avatar enjoyed various interactive experiences with fans, which included but were not limited to taking selfies.
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