How Luxury Brands Are Embracing Immersive Digital Experiences
As tech-savvy consumers increasingly seek the next big thing, luxury brands are stepping beyond traditional channels to meet young audiences in their digital worlds. Major players are investing in new platforms and technologies, pushing the boundaries of brand interaction with ventures that blend luxury with immersive tech experiences. These moves are more than just innovation—they are committed to capturing the next generation of luxury consumers who crave unique, never-seen-before interactions.
For Gen Z and Millennials, who value originality and digital-first experiences, these platforms make luxury brands feel more relevant and approachable. Emerging spaces create opportunities for deeper, interactive connections, transforming brands into lifestyle extensions rather than out-of-touch companies. By embracing the tools these generations seek out, luxury brands are enabling consumers to engage, explore, and experience their worlds in ways that feel organic and personal, making brand loyalty more dynamic and enduring.
Gucci x Mixed Reality
Gucci launched an immersive version of its documentary, Who is Sabato De Sarno? A Gucci Story, this year on Apple’s mixed reality headset and the Gucci app. The film takes viewers behind the scenes in the weeks leading up to de Sarno’s debut show, Gucci Ancora with the collection's release aligning deliberately with the documentary launch. Gucci’s Apple Pro debut focuses on art, entertainment, and brand storytelling, prioritizing brand experience over shoppable features.
Valentino Beauty x Augmented Reality
Valentino Beauty teamed up with AR startup Ffface.me to create an immersive experience at Valentino’s Spike Me Pop-Up in NYC. The event featured an AR photo booth, allowing guests to virtually try on the Spike Valentino Buttery Matte Lip Color and receive printed photos of their look. With over 1,500 activations and 8,000 attendees, the pop-up emphasized a personalized IRL experience over social media buzz, showcasing the growing impact of AR in providing personalized experiences to its in-store visitors.
LVMH Prize Designer x Phygital Products
Benefit Cosmetics took their popular brow products and built a fresh, episodic series called Brow Tales. The humorous series, featuring creator Rickey Thompson as a “brow guardian angel,” gives each product its own quirky storyline while subtly showcasing their performance. This is a great example of using an existing product as the focal point of a creative series, adding personality to the brand and offering a new, engaging way to interact with the product. Start with what your audience loves most and give it a narrative twist.
Qulture at AdWeek
Quynh Mai, founder and CEO of Qulture joined Pilaar Terry from POV Agency, Maria del Pilar Casal of Televisa Univision, and author & photographer Cheryl Fox for a powerful and important conversation about authentic leadership at AdWeek.
We discussed embracing our cultural identities and genuine selves creates stronger organizations and more meaningful connections with audiences. Women-led organizations are nearly 2x more likely to be rated as having an inclusive culture, but that's not an accident. It takes intentional leadership to create that culture.
Our session "Leading with Authenticity" explored the truth that being ourselves - and encouraging our teams to do the same - creates stronger work, better ideas, and deeper connections with audiences. We discussed something I feel strongly about: embracing our cultural identities and genuine selves creates stronger organizations and more meaningful connections with audiences.
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