Bvlgari goes mixed reality with an immersive app
Dive into the heart of a Bvlgari necklace without leaving your living room? It’s now possible thanks to Infinito, the immersive application from the Roman house that reinvents the Haute Joaillerie experience.
When jewelry becomes a spatial experience
Now available from theApple Vision Pro App Store, Bvlgari Infinito offers a high-resolution 3D exploration of the Italian brand’s flagship pieces. Real-time rendering lets you virtually manipulate the jewels, observing every detail, every stone, every finish… as if you were in the house’s Roman workshop.
This is a first for Bvlgari and a pioneering initiative in the luxury sector. Jean-Christophe Babin, the brand’s CEO, makes no secret of his ambition: ” This immersive experience allows us to celebrate our heritage of excellence while boldly exploring uncharted digital frontiers. ”
Serpenti Infinito: digital tribute to the house icon
The first episode of this digital adventure is entitled Serpenti Infinito. It celebrates the brand’s mythical animal, a symbol of metamorphosis, power and sensuality.
But beyond the jewel itself, the app offers a plunge into the visual universe of Refik Anadol, a renowned digital artist. His immersive work, created especially for the occasion, transforms the snake into a moving, dreamlike entity, halfway between the organic and the virtual.
The launch comes at an opportune moment: 2025 is the Year of the Serpent in the Chinese lunar calendar. A symbolism that Bvlgari also applies to its international exhibitions and a new concept of themed hotel suites, aligning its different brand territories around a single narrative.
An immersive strategy for the new generation
By focusing on mixed reality, Bvlgari is anticipating a major trend in the industry: the hyper-personalization of the customer experience. This immersive approach doesn’t just dazzle, it creates a strong emotional bond between the public and the object, even from a distance.
In a post-physical world, where customers want to experience products before owning them, Bvlgari’s initiative is a visionary response to the expectations of younger generations of affluent consumers.
Things to remember
📱 Bvlgari Infinito is available on Apple Vision Pro, inaugurating a new way of discovering fine jewelry.
🐍 Serpenti Infinito combines digital art and traditional craftsmanship, echoing the Year of the Snake.
💡 The immersive experience is becoming a strategic tool for securing the loyalty of increasingly demanding, connected customers.
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