Luxury fashion brand Bvlgari today unveiled an interactive installation in New York City that showcases its B.zero1 collection of jewelry, watches and accessories which was launched 20 years ago.
The 3,400 square foot installation was created and executed by Dentsu Aegis Network’s MKTG and Dentsu X. It’s located in the Oculus at The World Trade Center in lower Manhattan and is part of the collection’s 20th anniversary celebration.
The so-called B.zero1 Labyrinth stands over 10 feet tall and 65 feet wide and is modeled after Rome’s ancient Colosseum.
Inside, the curving network of passageways is designed to engage guests with stories of the collection’s heritage with elements devoted to “Genealogy,” “Iconic Women of Design,”, “Design Legend,” “XX Anniversary” and the “Celebration Experience.” There’s also a virtual reality component.
Oversized artwork from photographer Fabrizio Ferri is featured along the interior walls portraying what the brand describes as the “strong, confident, independent women” for whom B.zero1 is designed.
The installation is open to the public through May 8.