B V L G A R I
B.zero1 Labyrinth, NYC
All These Wonders partnered with MKTG to win a high-profile pitch: Italian luxury house Bvlgari sought a new creative concept to celebrate the 20th Anniversary of the brand’s unconventional and dynamic jewelry collection, modeled after the colosseum in Rome. We proposed and built an immersive, interactive Labyrinth experience, positioned inside the majestic Oculus at the World Trade Center.
Partners
Agencies Dentsu X and MKTG
Creative Direction All These Wonders
Photography Bvlgari
3D Source Creative
Art Direction Brent McCarthy
Standing over 10-feet-tall, its walls and surrounding floors were wrapped in an iconic, sophisticated Anniversary pattern. Inside, a curving network of passageways was designed to send guests on a winding journey of self-exploration and discovery through engaging storytelling and shareable moments.
Launched in 1999 and modeled after Rome’s famous coliseum, Bvlgari’s B.zero1 collection takes inspiration from the worlds of art and design. It has constantly reinvented itself with avant-garde shapes and truly innovative materials, and has become an expression of strength to empower women through a jewel that is bold, unconventional and chic.
The labyrinth experience was organized into five zones that celebrate Bvlgari’s B.zero1 legacy – “Genealogy”, “Iconic Women of Design”, “Design Legend”, “XX Anniversary”, and the “Celebration Experience”
The central room of the Labyrinth was an interactive VR 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.
B.zero1 is an experience that actively involves users in the creation process of the artist Zaha Hadid, in a dreamlike journey through three ideal settings, where you experience the architect’s creative process through one of their most famous work.
We invited Bvlgari’s top influencers to share their experience, naturally modeling the product and interacting with the customers. An immersive, interactive VR experience in the center room was created by Zaha Hadid and proved to be a popular experience.
