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B.zero1 XX Anniversary pieces sold
Challenge
Specific client objectives included: Celebrate the XX Anniversary Launch. Strengthen B.zero1 as the most desirable Design Icon. Maximize the link between B.zero1 and design. Nurture its groundbreaking nature.
Solution
Bvlgari debuts a 3,400 sq ft B.zero1 Labyrinth installation, an immersive experience celebrating the collection 20th Anniversary and cementing its iconic contemporary design. Standing 10 feet tall and 65 feet wide with its walls and surrounding floors wrapped in a sophisticated XX Anniversary graphic. Inside curving network of passageways is designed for a winding journey of self-exploration and discovery through engaging stories and shareable moments, organized into 5 chapters celebrating the B.zero1 legacy.
The collaborative process to design the overall aesthetic and develop the guest journey delivered an artful, immersive, premium space for guests. Having key representatives from both Bvlgari and MKTG be committed to the development process and honor the timeline allowed for a smooth and fluid process. The key was to strike the balance between luxury brand (intimidating to some) and accessibility which is inherent to an "open-to-the-public" experiential activation.
Results
The project resonated with the target audience, both in person and online. With a combination of digital and analogue mechanics, we were able to track: Over the 7 days, 4,462 attendees went through the Labyrinth. 390 completed the VR experience. We also tracked 35,283 devices in the immediate vicinity, with an average dwell time of 12 minutes. Bvlgari sold $12,790 worth of B.zero1 Anniversary pieces.
Online, several luxury, fashion and culture magazines featured the work with organic Instagram posts generating 1,000’s of likes each. Also, marketing and experiential publications featured the program. MediaPost and Event Marketer Magazine acknowledged the innovative pop-up artistic installation.
"Thought it looked really beautiful and was executed well within the space. Definitely the type of luxury activation that we love to see in here in terms of brand and as well as actual activation design."– Westfield Mall Feedback
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