How Luxury Brands Are Reinventing Themselves Through Spatial Experiences

Digital Luxury – Reimagined in Space and Time

When high-end brands meet immersive technologies, a new dimension of storytelling emerges. Whether it’s Bvlgari with “Infinito” or Gucci with experimental spatial experiences – the future of luxury is not just seen, but experienced. On the Apple Vision Pro, premium 3D design merges with physical space, turning the product world into a walkable stage. The digital chain spans from 3D scanning and material simulation to real-time interaction.

• Immersive and narrative: Brands no longer just tell stories – they make them walkable.
• Premium 3D craftsmanship: Light, material, and details create high-end realism.
• Emotional and interactive: Users become active participants in virtual product stagings.

Immersive presentation on the Apple Vision Pro

^{Image: © Ulrich Buckenlei | Screenshot from the BVLGARI Spatial Experience on Apple Vision Pro, own recording and editing.}

Gucci, Bvlgari & Co: Who’s Embracing Spatial Computing?

The luxury industry is tapping into the potential of spatial computing with impressive diversity. While Gucci sets standards with metaverse concepts, AR campaigns, and collaborative XR spaces, Bvlgari impresses with a highly orchestrated experience on the Apple Vision Pro. Dior, Prada, and Louis Vuitton follow with AR installations, digital twins, and immersive retail concepts.

• Gucci: XR experiments from Roblox and Vault to Apple Vision Pro adaptations.
• Bvlgari: Real-time storytelling with 3D Serpenti and spatial brand experiences.
• Dior & others: AR for campaigns, digital twins for high-end showrooms.

Gucci XR experience with spatial touchpoints

^{Image: © Ulrich Buckenlei | XR screenshot from Gucci Vault / Apple Vision Pro, own recording and editing.}

Diagram: Brand Focus on Spatial Computing Compared

The following diagram illustrates which luxury brands actively invested in spatial computing between 2023 and 2025 – from full XR experiences to immersive product showcases.

Spatial computing investments in the luxury sector

^{Source: Visoric Research, with data from Meta, Fashion Innovation Lab, BCG Luxury 2025}

Gucci leads the ranking – followed by Bvlgari and Dior. Most noteworthy: the higher the tech depth, the greater the quality standards for immersive luxury experiences.

Immersion Beats Accessibility: It’s the Impact That Counts

Many brands rely on smartphone-based augmented reality due to its accessibility. But studies reveal: What truly resonates isn’t just available – it’s emotionally powerful. Immersive XR experiences – especially on devices like Apple Vision Pro – activate more senses, increase dwell time, and create stronger memory retention.

• AR on smartphones: High reach, moderate brand impact.
• XR with headsets: Intense storytelling, deep emotional engagement.
• XR outperforms AR: Studies show up to 83% brand recall for immersive formats.

Brand impact by experience type

^{Source: Meta Research 2023, Snap & Deloitte XR-Impact Study 2024, McKinsey Consumer Journeys}

While classic AR product views achieve around 61% brand recall, immersive XR storytelling with headsets like Apple Vision Pro reaches up to 83% – setting a new benchmark for digital luxury communication.

Video: Immersive Luxury Experiences in Action

The following video showcases how spatial technology and premium brand identity merge into a new form of experience – brought to life on the Apple Vision Pro.

Visoric Immersive Showcase: Digital Luxury in Action

^{Video: © Ulrich Buckenlei | Excerpt from the BVLGARI Vision Pro Experience, own recording and editing.}

Invitation to Collaborate

The Visoric expert team supports brands, agencies, and manufacturers in developing immersive presentations for platforms such as Apple Vision Pro, Meta Quest, and WebXR.

• Concept & storytelling: Make brand messages spatially tangible
• 3D production & spatial UX: High-end design with technical depth
• Integration & support: Implementation for showrooms, events, or retail experiences

Contact us – let’s create the digital luxury world of tomorrow together!