Ascent to innovation
To mark the launch of its brand new fragrance, BVLGARI MAN GLACIAL ESSENCE, Bvlgari embarked on an extraordinary augmented reality adventure, inviting influencers and journalists to discover the brand in a new way.
Bvlgari is taking advantage of the momentum of the launch to offer a true “échappée belle” thanks to an agile and innovative approach. A marketing strategy particularly in tune with the current climate.
Augmented reality conveys powerful emotions. Bvlgari has used cutting-edge technologies in a new and immersive way to create a universe from which emanates a reinforced brand message and ethos.
CONTACT AND SENSATIONS
Bvlgari wanted to offer its guests a privileged moment by offering them unprecedented experiences with its Oculus VR system. The program allowed guests to take a breath of fresh air, reach new heights and experience thrills in complete safety.
Participants took to the controls to walk on a glacier, climb a mountain with ice axes and break through a block of ice to finally discover the new fragrance. A sensory journey of the highest order, from start to finish.
The program used haptic technologies to enable guests to feel the fragrance spray at the top, an ingenious invitation to spray the perfume on their wrists.
THE PERFECT TRIP
From unpacking to discovering the fragrance, Bvlgari has created a dynamic new universe around the launch of a perfume, transporting guests to unexpected places. A thrilling approach in an age marked by a sedentary lifestyle.
Like an actor, Master Perfumer Alberto Morillas was the spokesperson for the campaign. Showing the art of perfumery outside the laboratory, in front of a camera, added a palpable authenticity to the experience.
AT THE HEIGHT OF MONT CERVIN
Bvlgari used Google satellite views to create the exact topography of the Swiss and Italian Alps.
A REALISTIC AVATAR
The greatest technical challenge was to create a photorealistic 3D rendering of the Master Perfumer. Bvlgari worked with an outstanding team to use volumetric 3D capture, and tested MS Kinect Azure cameras for the first time. To guarantee the best results, the volumetric approach was supported by stereoscopic 3D video capture. The result? A surprisingly realistic avatar for the guest player.
The BVLGARI MAN GLACIAL ESSENCE experience is available from today at www.bulgari-vr.com.
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