BVLGARI Unveils Unique Interactive B.zero1 Pop-up At Oculus World Trade Center From May 2 - 8

Published on:

May 2, 2019 New York NY -- Today, Bvlgari unveils a 3,400-square-foot interactive B.zero1 Labyrinth installation positioned inside the majestic Oculus at the World Trade Center. This installation will help celebrate the 20th Anniversary of the brand’s B.zero1 unconventional and dynamic collection modeled after the colosseum in Rome. Standing over 10-feet-tall and 65-feet-wide, its walls and surrounding floors will be wrapped in a bold sophisticated XX Anniversary graphic.

Inside, the curving network of passageways, is designed to send guests on a winding journey of self-exploration and discovery through engaging stories and shareable moments. It’s organized into five chapters that celebrate the B.zero1 legacy – “Genealogy,” “Iconic Women of Design,”, “Design Legend,” “XX Anniversary” and the “Celebration Experience.” 

Upon entering the labyrinth, guests are invited to view artwork and product displays illustrating the “Genealogy” – an extensive history of the collection including its early years, special editions, and design legend collaborations. The “Iconic Women of Design” area explores how creation is an intimate reflection of ourselves. Celebrating women at the forefront of their fields in art and design who look toward personal stories for inspiration. Oversized artwork from the eye of acclaimed photographer Fabrizio Ferri are featured along the interior walls exemplifying the strong, confident, independent women for whom B.zero1 is designed. 

The central room of the Labyrinth is an interactive virtual-reality showcase providing guests with a unique experience to step inside the magnificent world of B.zero1 and embark on a journey through Rome and the creation of the “Design Legend” ring. Continuing through the maze guests will learn more about the “XX Anniversary” collection and have the opportunity to capture and share special moments in front of a stunning three dimensional B.zero1 Ring Wall. The final destination in the labyrinth brings guests to the B.zero1 “Celebration Experience” – a curated showroom where product specialists are available to answer questions and offer private try-on sessions. It is here that guests will have the opportunity to purchase the latest B.zero1 collection pieces.

Bvlgari’s B.zero1 Labyrinth installation will be on display and open to the public from May 2 through May 8th on the main level of the Oculus at the World Trade Center.

The campaign was created and executed by Dentsu Aegis Network’s MKTG and Dentsu X.


Part of the LVMH Group, Bvlgari was founded in Rome in 1884 as a jewelry shop. Quickly establishing a reputation for Italian excellence, Bvlgari enjoys renown for exquisite craftsmanship and magnificent jewelry creations. The Company's international success has evolved into a global and diversified luxury purveyor of products and services, ranging from fine jewels and watches to accessories and perfumes, and featuring an unrivalled network of boutiques and hotels in the world's most exclusive shopping areas.

About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists.