Bvlgari revolutionizes Haute Joaillerie with mixed reality
A blend of digital innovation and jewelry tradition, Bvlgari unveils an unprecedented immersive experience thanks to mixed reality. A bold gamble that redefines luxury.
Total immersion in the heart of jewelry
With the Bvlgari Infinito app, the Italian house takes the customer experience to a new level. Available on theApple Vision Pro, this platform plunges customers into the world of Haute Joaillerie pieces in 3D, with an impressive level of detail. Every stone, every setting becomes visible from every angle. The jeweler’s gesture is almost palpable. Bvlgari transforms the act of discovering a jewel into a sensory experience. Luxury is no longer just something to wear, it’s something to experience.
The Snake, ever more symbolic
The first immersive experience focuses on Serpentithe mythical emblem of Bvlgari since the 1940s. The Serpenti Infinito universe allows users to explore the contours of this symbol of power, femininity and rebirth. In choosing this theme, Bvlgari also celebrates the Year of the Serpent in the Chinese lunar calendar. A subtle way of connecting cultural heritage, storytelling and technological innovation. The jewel becomes a story in itself, enriched by an artistic and historical reading.
Digital art as an extension of know-how
For this project, Bvlgari has teamed up with the renowned artist Refik Anadol, a pioneer of generative art. He has created a digital work inspired by the Serpenti, visible via the application. The result is hypnotic. Digital art dialogues with precious stones, light marries gold, movement marries form. This collaboration perfectly embodies Bvlgari’s desire to place innovation at the service of emotion, without ever betraying the essence of the jewel. Digital technology does not replace the craftsman’s hand, but rather extends it.
A new reading of luxury
Bvlgari is not just a virtual showcase. It’s a paradigm shift. Mixed reality becomes a narrative tool, a new form of engagement with customers. Luxury houses, often attached to rarity and secrecy, dare to make a spectacular overture here. Innovation doesn’t break codes, it enriches them. With Bvlgari Infinito, the brand proves that Haute Joaillerie can be brought into the XXIᵉ century, without losing its soul.
Bvlgari is charting a singular course. By integrating mixed reality into its universe, the Italian house is not looking for effect. It offers a new way of experiencing jewelry, at the crossroads of the tangible and the digital. And this may just be the beginning. Because if tomorrow’s luxury is to be played out through emotion, Bvlgari has already mastered the art of staging it.
