Bulgari enters the metaverse with a virtual Rome recreated in Unreal Engine 5

The concept aims to celebrate the greatness of an ancient but futuristic city.

The new metaverse concept for the Bulgari brand was presented by the newborn tech studio Experiency, part of the Spencer & Lewis communication group, on the occasion of VivaTech 2022 in Paris. The high-end jewelry brand, part of the LVMH Group, has chosen to develop a proprietary metaversic platform as a clear indication of the brand’s future path. Developed together with the 101games team using Epic Games’ Unreal Engine 5, the virtual transposition of the concept presented by Experiency aims to celebrate the greatness of a futuristic Rome and its sunsets, while enhancing Bulgari’s classic stylistic features. The concept, which premiered worldwide at VivaTech 2022, will be accessible exclusively at the LVMH Pavilion. “As a luxury brand that has made the crossing of borders its DNA, continuously expanding the vision of our creative universe is intrinsic to our nature”, says Jean-Christophe Babin, CEO of Bulgari Group. “This is the beginning of a new journey that invites our customers to share, through the metaverse, an entirely new experience of luxury, inspired by our original values ​​that have their roots in Italian excellence”

“We are extremely happy that Bulgari has trusted us by entrusting us with the development of their metaverse concept”, comment Monica Magnoni and Geo Ceccarelli, founders of Experiency. “We immediately agreed with the Bulgari Innovation Team regarding the brand’s need to develop a proprietary platform, capable of emphasizing both aesthetics and experiential performance.” Raffaella Camera, Head of Brands of Epic’s Unreal Engine Games, adds: “Interactive experiences can change the rules of the game for any brand, giving them the ability to connect with their community in a meaningful and lasting way. Unreal Engine 5 puts avant-garde realism and visual fidelity directly into the hands of creators such as to represent the ideal solution for the entire luxury market and we are particularly happy to be part of the path that Bulgari has chosen to undertake for the development of its new metaverse platform “.