Bvlgari Unveils Unique Interactive Labyrinth in World Trade Center

Bvlgari has unveiled a 3,400-square-foot interactive B.zero1 Labyrinth installation positioned inside the majestic Oculus at the World Trade Center. This installation will help celebrate the 20th anniversary of the brand’s B.zero1 unconventional and dynamic collection modelled after the Colosseum in Rome. Standing over 10-feet-tall and 65-feet-wide, its walls and surrounding floors will be wrapped in a bold sophisticated XX Anniversary graphic.

Inside, the curving network of passageways, is designed to send guests on a winding journey of self-exploration and discovery through engaging stories and shareable moments.  It’s organised into five chapters that celebrate the B.zero1 legacy – “Genealogy,” “Iconic Women of Design,”, “Design Legend,” “XX Anniversary” and the “Celebration Experience.” 

Upon entering the labyrinth, guests are invited to view artwork and product displays illustrating the “Genealogy” – an extensive history of the collection including its early years, special editions, and design legend collaborations. The “Iconic Women of Design” area explores how creation is an intimate reflection of ourselves. Celebrating women at the forefront of their fields in art and design who look toward personal stories for inspiration. Oversized artwork from the eye of acclaimed photographer Fabrizio Ferri are featured along the interior walls exemplifying the strong, confident, independent women for whom B.zero1 is designed.  

The central room of the Labyrinth is an interactive virtual-reality 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. Continuing through the maze guests will learn more about the “XX Anniversary” collection and have the opportunity to capture and share special moments in front of a stunning three dimensional B.zero1 Ring Wall. The final destination in the labyrinth brings guests to the B.zero1 “Celebration Experience” – a curated showroom where product specialists are available to answer questions and offer private try-on sessions. It is here that guests will have the opportunity to purchase the latest B.zero1 collection pieces.

Bvlgari’s B.zero1 Labyrinth installation will be on display and open to the public from May 2nd through May 8th on the main level of the Oculus at the World Trade Center.

The campaign was created and executed by Dentsu Aegis Network’s MKTG and Dentsu X.