By Mera Tabarruk
the Italian luxury brand BVLGARI has launched a private virtual world on Asia’s biggest Metaverse platform, ZEPETO. Customers will be invited to a pop-up store and café called “BVLGARI SUNSET IN JEJU” offering guests a variety of online and offline activities.
Launched in response to the growing trend of the Metaverse – an ever-growing online world that transforms the internet into virtual reality.
The garments for sale include the label’s 2022 resort collection, inspired by the summer skies. Online visitors can participate in quests and challenges to be granted access to the resort collection’s clothes and accessories for their avatars, including B.zero1, Divas’ Dream, and Serpenti jewelry, accessories, and watches.
For those not about the Metaverse life, Bulgari is also opening a physical pop-up store and cafe called “Bulgari Sunset In Jeju” that mirrors the virtual experience. The physical stops are located in the Parnas Hotel Jeju in South Korea, but the virtual Bulgari World experience can be enjoyed from anywhere!
So how does it work? Upon loading the app, you’re asked to create a virtual avatar. Once created and luxuriously styled in Bulgari’s iconic jewellery, watches, and accessories, users can then explore the exhibition with their avatar through state-of-the-art 3D technology.
Zepeto’s network counts over 320 million users, which makes the platform attractive for fashion brands that aim to expand their marketing strategies into Web3. Among other fashion houses that have previously partnered with Zepeto are Florence-based Gucci, currently envisioned by a fan of innovation Alessandro Michele; American brand Ralph Lauren; and young French brand Marine Serre.