LVMH joins Epic Games to elevate CX

Louis Vuitton’s flagship in Marina Bay, Singapore.

  • TL;DR The world’s leading luxury group, LVMH has partnered with Epic Games, the creator of Fortnite.

  • So what? If you’re a fan of LVMH’s Maisons, get ready for more immersive digital-physical experiences.

LVMH, the world’s leading luxury group of brands including Louis Vuitton, Christian Dior, and Celine has announced a new partnership with Epic Games, the creator of the wildly popular Fortnite and Unreal Engine.

Announced at the Viva Technology show in Paris, the collaboration aims to revolutionize LVMH's creative pipeline and provide customers with unprecedented immersive product discovery experiences. 

Through the strategic partnership LVMH and its prestigious Maisons can leverage Epic's cutting-edge 3D creation tools, enabling the introduction of innovative features such as virtual fitting rooms, 360 product carousels, augmented reality, digital twins, and more.

Untapped potential for immersive new experiences

Toni Belloni, LVMH Group Managing Director expressed his excitement about the alliance  saying “we have always been committed to innovations with the potential to bring our customers new experiences. Interactive games, which have developed into a full-fledged cultural phenomenon, are a perfect example.”

Bill Clifford, Vice President of Unreal Engine at Epic Games, shared his enthusiasm about the collaboration, stating, "with this partnership, we will work with LVMH's designers to transform physical and digital product creation using Epic's suite of advanced creator tools… and help LVMH's global brands engage with customers through immersive digital experiences."

The collaboration with Epic Games will unlock growth opportunities for LVMH, as the company embraces a forward-looking approach while staying true to its timeless assets and heritage. By utilising Epic's suite of powerful tools, including Unreal Engine, Reality Capture, Twinmotion, and MetaHuman technology, LVMH will be able to enhance the experiences it offers to customers in both the virtual and physical worlds. 

Epic Games is the creator of the popular video game Fortnite.

Leveraging digital to build on heritage

“The partnership with Epic Games will accelerate our expertise in 3D tools and ecosystems, from the creation of new collections to ad campaigns and to our Maisons' websites. We will also engage more effectively with young generations who are very much at ease with these codes and uses,” says Belloni. 

The partnership strengthens the alignment between LVMH's core competencies in craftsmanship, and its vast network of physical stores, allowing the luxury group to leverage Epic's world-renowned expertise and elevate its digital presence to new heights.

Moreover, working with Epic Games will nurture the digital acculturation of LVMH teams, highlighting the group's commitment to embracing digital transformation and equipping its people with the necessary skills to thrive at delivering hybrid customer experiences.

Virtual Rome, Bulgari, and Unreal Engine 5

The partnership has already borne fruit, with several LVMH Maisons successfully deploying Epic's solutions. At the 2022 Viva Technology event, Bulgari introduced a metaverse experience called "Virtual Rome," inspired by the ancient city. The project, developed using Epic's Unreal Engine 5, captivated audiences with its stunning realism and immersive environment.

At the same event LVMH presented Livi, its first virtual ambassador, who was brought to life using Unreal Engine and MetaHuman technology. Livi served as a testament to the creative potential of Epic's tools in crafting highly realistic digital humans.

Image credit: bulgari

This year, Louis Vuitton will unveil the "Digital Show Experience" at the LVMH Pavilion. Designed using Epic's Unreal Engine 5, MetaHuman technology, and Reality Capture, this six-minute interactive and immersive experience will allow visitors to relive the 2023 Fall-Winter Men's show. With the famous Louvre Cour Carrée as the backdrop, guests will embark on a digital journey through seven meticulously designed rooms, offering a glimpse of the latest Louis Vuitton men's collection.

As LVMH continues to embrace cutting-edge technology and forge strategic partnerships like the one with Epic Games, it is poised to redefine the luxury customer experience and solidify its position as a pioneer in the digital era.
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