What: The luxury giant is expanding its use of Epic Games’ technology to create new virtual experiences across its brands.

Why it is important: The game is accelerating in luxury and will force department stores to be able to follow up.

LVMH has partnered with Epic Games, the creator of Fortnite and Unreal Engine, to revolutionize its creative process and offer customers new immersive product discovery experiences. This strategic collaboration will enable LVMH and its Maisons to use Epic's powerful 3D creation tools to provide experiences such as virtual fitting rooms, fashion shows, 360 product carousels, augmented reality, and the creation of digital twins.

Epic's tools, including Unreal Engine, Reality Capture, Twinmotion, and MetaHuman technology, will help LVMH unlock significant growth opportunities. LVMH will be able to leverage Epic's expertise to enhance the experiences offered to its customers in virtual worlds, aligning with the group's core strengths in the real world.

Several LVMH Maisons have already successfully adopted solutions from Epic. For instance, Bulgari unveiled a captivating metaverse experience inspired by ancient Rome, dubbed “Virtual Rome”, during Viva Technology in 2022. The project was developed using Epic’s Unreal Engine 5, resulting in stunning realism.

LVMH expands partnership with Epic Games