Bloomingdale’s, the popular American luxury department store chain, has just unveiled its newest holiday campaign, featuring the debut of its third metaverse store.
The campaign, dubbed “Best Holiday Ever,” marks Bloomingdale’s collaboration with Warner Bros. and is inspired by the highly-anticipated release of Warner Bros. Pictures’ holiday film, Wonka, set to premiere in December.
The newly launched metaverse store, also influenced by the upcoming movie, offers a virtual representation of Bloomingdale’s flagship store, divided into three separate sections: The Beauty Bar, showcasing cosmetics; Best Gifts Ever, presenting gift ideas and products; and the Wonka Room.
The Wonka Room mirrors the whimsical Willy Wonka chocolate factory, housing an array of potential holiday gifts, such as puzzles, pajamas, cosmetics boxes, and more. Visitors can interact with these digital items, view descriptions and prices, and make purchases directly from the virtual store.
Within the Wonka Room, visitors can also engage in a chocolate treasure hunt, where they must locate five “magical chocolates” featured in the movie. Upon completion, participants will unlock a reward that grants them the opportunity to view scenes from the movie.
The creation of this metaverse store is a result of a collaborative effort with Emperia VR Studio, marking a continued partnership between Bloomingdale’s and Emperia.
Their previous collaboration in 2022 resulted in the launch of a metaverse-based Christmas-themed department store, further underscoring Bloomingdale’s commitment to exploring innovative virtual retail experiences.