The Italian luxury jewelry and accessories brand Bulgari, owned by LVMH, has opened an exclusive virtual world on Zepeto, Asia's largest metaverse platform. This virtual world includes a pop-up shop called "Bulgari Sunset in Jeju," offering both online and offline experiences. The physical store and café located at the Parnas Hotel in Jeju have been virtually recreated in the Bulgari Zepeto world, allowing visitors to enjoy a playful experience without physically moving. Visitors can also explore the brand's Resort 2022 collection, inspired by the summer sky with warm golden and apricot tones. In reality, visitors can enjoy desserts and drinks at the "Bulgari Sunset in Jeju," a place that embodies the brand's identity.
The brand has also created playful elements for users, such as the ability to receive pieces from the Bulgari Resort collection and signature accessories to dress their avatars by completing a quest. Moreover, the brand's global ambassador, Blackpink Lisa, hosted a live virtual event on August 31. Her avatar offered various interactive experiences with fans in the virtual world, including selfies.
Although the majority of users are teenagers, the platform is positioning itself as a popular playground for the global Generation Z in the era of the metaverse, according to Bulgari. Generation Z consumers are crucial for luxury brands, both for what they can buy today and for their future brand loyalty.