BVLGARI: B.zero1 Labyrinth

As BVLGARI prepared to celebrate the XX anniversary of its iconic B.Zero1 collection, they challenged us to engage a new audience—cooler, younger, and design-driven. Inspired by the curious, exploratory spirit of these consumers, we crafted a surprise-and-delight experience that led trendsetting guests through a 3,400-square-foot B.Zero1 Labyrinth installation in the heart of another architectural icon, the Oculus.

Rising 10 feet tall and stretching 65 feet wide, the Labyrinth’s sinuous passageways created a journey of discovery, guiding guests through five distinct chapters that celebrated the B.Zero1 legacy through immersive storytelling and shareable, interactive moments. At the center, the experience culminated in a breathtaking VR voyage, transporting guests to the stunning vistas of Rome, where BVLGARI’s journey began, and leaving them with a lasting connection to the brand’s heritage and vision.

Role: Graphic and Environmental Design