Quick take:
- Roberto Cavalli has launched its first metaverse lifestyle collection.
- The high-end brand announced the Cavalli Mansion, an immersive walkthrough experience created in the virtual world.
- The virtual home collection was designed in a collaboration with communication agency Out There and digital design hub Centounopercento.
Italian luxury fashion company Roberto Cavalli has become the latest high-end brand to venture into the metaverse. The Sesto Fiorentino-based designer has unveiled its first virtual collection based in the metaverse.
The collection dubbed, the Cavalli Mansion, is a luxurious mansion overlooking a zebra-print bordered swimming pool. The immersive walk-through experience enables customers to view the brand’s home collection in the virtual realm.
Users are immediately transported to a virtual estate that gives a complete representation of Roberto Cavalli’s flamboyant designs also featuring a specialised playlist curated by the brand.
The mansion immerses users to Cavalli’s creative mind with each room expressing a unique identity, from “an elegant marble dining room to an atmospheric jungle attic.”
Users can click on the pieces of the collections displayed throughout the mansion.
Designed by the creative director Fausto Puglisi, the collections provide users with in-experience information about the products and purchase details.
The company collaborated with communication agency Out There and digital design hub Centounopercento to create the perfect metaverse experience of Roberto Cavalli creative world.
The experience also offers users a snapshot of the brand’s ongoing real estate project in Dubai, the construction of Cavalli Tower, set for completion in 2026.
Cavalli is following several brands that have taken their engagement with fans into the 3D virtual world, including American sportswear and apparel giant Nike and Germany’s Adidas.
Italy is one of the leading countries in the EU region to embrace Web3 and various projects associated with it. Popular global brands Gucci and Balenciaga have already revealed various metaverse and NFT projects this year.
The country’s automobile industry has also been at the forefront with its luxury carmaker Ferrari recently launched a department to explore opportunities related to the blockchain and the metaverse, while Lamborghini unveiled its space-themed NFT collection.
On the other hand, Alfa Romeo said its 2023 Tonale SUV will be integrated with NFT technology to provide the maintenance history of the car.
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