Bulgari, an Italian company that makes high-end jewelry and accessories and is owned by LVMH, has opened a new virtual world on Zepeto, which is Asia’s biggest metaverse platform. It has a pop-up shop called Bulgari Sunset In Jeju, which gives guests both online and in-person experiences.
In this case, the physical pop-up shop and café in Parnas Hotel Jeju have been digitally recreated in Bulgari Zepeto World “so visitors can experience and have fun without visiting the real location”.
In Eden, customers can also find the brand’s 2022 Resort Collection, which has colors like gold and warm apricot and was “inspired by the summer sky.” In reality, “visitors can enjoy desserts and beverages at Bulgari Sunset In Jeju, an epitome of the brand’s identity”.
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The company says that the virtual experience has “fun parts for its customers,” like the Bulgari Resort Collection and trademark accessories for visitors’ avatars after they finish a mission.
Also, on August 31, Blackpink Lisa, who is the brand’s global ambassador, held a virtual live event. Selfies are one way that her avatar interacts with people who like her in the virtual world. A company like Bulgari’s marketing would have looked very different about ten years ago. But luxury and fashion companies, especially in the tech-driven Asian market, are starting to pay more attention to the metaverse.
Since its launch in August 2018, more than 320 million people around the world have used Zepeto. About 80% of users are teenagers, which may not seem like Bulgari’s target market given how expensive its products are. The company says that in the age of the metaverse, Generation Z around the world is using the platform more and more as a place to play. And Generation Z customers who are interested in luxury are very important to high-end brands, both for what they might buy now and for keeping them as loyal customers in the future.
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