Bloomingdale’s has unveiled a multi-brand online shopping experience with designated areas for Chanel, Ralph Lauren and Nespresso. The virtual store, created by Emperia, is accessible on desktop and mobile devices through the Bloomingdale’s website.
The store permits each of the participating brands to communicate their own identity and users can move between Chanel, Ralph Lauren and Nespresso’s specific ‘floors’ in the virtual store by using the virtual elevator. The goal is to replicate a real-world department store by allowing each brand to tell its own story inside a cohesive Bloomingdale’s environment.
At the Ralph Lauren section, shoppers visit a virtual holiday forest that guides them to a ski chalet. In the Nespresso section, visitors are led to a Parisian Cafe, as per the press release.
“Emperia believes that the multi-brand virtual experience will become the new department store of the future,” Olga Dogadkina, Co-founder and CEO of Emperia, said in a statement. “The virtual environment provides endless opportunities for brand creativity, design and user engagement, breaking barriers of accessibility and physical space limitations — providing a new technology playground for retailers.”
The new holiday virtual experience is part of Bloomingdale’s 150th anniversary, which also included a separate virtual store launched during New York Fashion Week and a host of real-world events and activations.
The virtual experience will also include holiday-exclusive experiences, a luxurious beauty/spa room, a party room and a gifting experience in addition to the brand areas. Users can click on any of the featured products to learn more about them and make purchases on Bloomingdales.com.
It’s surely a virtual treat!
