Bulgari launches its first metaverse experience and digital collection
If you’re building your digital avatar’s luxury collection, allow Bulgari to be your next pick-up. The Italian luxury brand is opening its first virtual experience with Zepeto, Asia’s largest metaverse platform. The duo set up special quests for users to complete, giving them a chance to dress their avatar in the brand’s heritage luxury.
Clothing on sale includes the brand’s 2022 resort collection, inspired by the summer sky. Online visitors can participate in quests and challenges to gain access to Resort Collection clothing and accessories for their avatars, including B.zero1, Divas’ Dream, and Serpenti jewelry, accessories, and watches.
Bulgari is also opening a physical pop-up store and cafe called “Bulgari Sunset In Jeju” that mirrors the virtual experience. Physical stops are located at Parnas Hotel Jeju in South Korea, but the virtual Bulgari World experience can be enjoyed from anywhere.
Enter Zepeto — To kick off the event, Bulgari called on one of its global ambassadors, Lisa from Blackpink. The K-pop star spoke at a live event earlier this week, and users can interact with her character in Bulgari World by taking selfies with her avatar.
While Bulgari is a premium brand, 80% of Zepeto platform users are teenagers, the company notes in its press release. Other brands have moved into the world of Roblox Where Fortnite present their web3 strategies; Bulgari’s entry into the Asian market could be due to studies that show Chinese luxury consumers will drop from 32% of the market in 2022 to 40% in 2024.
The rise of the metaverse and the general popularity of video games are prompting luxury brands to exploit, encouraging younger generations to spend their money on designer pieces for their avatars. Bulgari says its virtual world aims to “solidify its position as a popular playground for global Gen Z in the age of the metaverse.”
Bulgari World opened this week on the Zepeto gaming platform. If you can’t afford an actual Bulgari channel or a trip to the “Bulgari Sunset In Jeju” IRL experience, dressing up your avatar may be the next best thing.