Bulgari, the renowned Italian luxury jewellery and accessories brand, has embraced the virtual world by launching its own exclusive virtual platform on Zepeto, Asia’s largest metaverse platform. With this move, Bulgari aims to bridge the gap between the physical and virtual realms, creating a seamless connection for its customers. The virtual world, known as Bulgari Zepeto World, features a pop-up store called Bulgari Sunset In Jeju, which offers online and offline experiences to its visitors.
By creating a virtual replica of its physical pop-up store and café located in Parnas Hotel Jeju, Bulgari allows users to explore and enjoy the space without actually being there. In addition to this, visitors can delve into Bulgari’s 2022 Resort Collection, inspired by the summer sky, with its stunning golden and warm apricot hues in Eden. Those in the physical world can also relish in delectable desserts and beverages at Bulgari Sunset In Jeju, truly immersing themselves in the brand’s essence.
Bulgari’s virtual experience on Zepeto boasts a range of entertaining elements for users. Visitors who complete quests are rewarded with Bulgari Resort Collection items and signature accessories to dress their avatars. Furthermore, the global ambassador of Bulgari, Blackpink Lisa, hosted a virtual live event on August 31. Engaging with fans through her avatar, Lisa even took selfies, further enhancing the interactive nature of the experience.
This venture into the metaverse marks a significant shift in Bulgari’s marketing strategy, showcasing the increasing significance of virtual experiences for luxury and fashion brands. The Asian market, renowned for its technological advancements, particularly embraces the concept of the metaverse. Zepeto, with a user base of over 320 million worldwide since its launch in 2018, has become a popular playground for the global Generation Z. Although Bulgari’s luxurious price points may not seem directly aimed at teenagers, the brand recognizes the influential power of Gen Z consumers in shaping the future of luxury labels. By captivating this audience now, Bulgari aims to cultivate brand loyalty and secure their patronage in the future.
For more information about Bulgari’s virtual world on Zepeto, visit:
https://www.zepeto.co/
To explore Bulgari’s 2022 Resort Collection and indulge in their offerings, visit:
https://www.bulgari.com/en-us/
