Bulgari has launched its virtual space within the metaverse platform Zepeto, providing visitors both online and offline experiences. The virtual space features a pop-up store, Bulgari Sunset in Jeju, and a café based on the Italian luxury brand’s real-life retail store on Jeju Island. Users will be able to find a virtual café-themed setting and signature accessory pieces for their avatars, where they can indulge in desserts and beverages as well as the brand’s 2022 Resort collection.
With an opening hosted by global ambassador and international superstar, Blackpink member Lisa, users can enter Bulgari Zepeto World and interact with the celebrity online.
Apart from Bulgari, a number of fashion brands have also partnered with Zepeto such as Ralph Lauren, Gucci and Levi. Recently in April this year, Levi's was exploring opportunities within the digital economy to align the brand better with its transformation and digitisation efforts. Recent examples of this include the Levi’s® collection on metaverse platform Zepeto, the Levi’s® x Bitmoji collection on Snapchat, and livestream shopping pilots on Twitch.
Bulgari also launched an ad campaign in May this year, bringing on board American actresses and brand ambassadors Zendaya and Anne Hathaway. Titled "Unexpected Wonders", the two-and-a-half-minute movie-like video features the two celebrities donning different Bulgari jewellery while admiring the jewels that are strewn around the estate they are in.
Where Hathaway plays the piano with the Bulgari jewellery latched onto her fingers, Zendaya prances around the mansion with the brand's necklaces laying on her neck. With a voiceover from Zendaya and Hathaway themselves, the film, which is set in Rome, makes multiple references to searching and discovering wonder, and the freedom this process entails.
The video was captioned: "Accept Rome’s heartwarming invitation and search for joy and wonder in every moment, gleaming beauty in the most surprising places — knowing that staying curious opens us up to an infinity of blissful opportunities."