Retail in Asia


LVMH and Fortnite creator Epic Games to bring immersive digital experiences to shoppers

LVMH Moët Hennessy Louis Vuitton (LVMH) has announced a partnership with Epic Games, creator of Fortnite and Unreal Engine, to introduce immersive new experiences to customers of LVMH maisons and bring brands closer to young shoppers already familiar with virtual worlds.

LVMH plans to capitalise on Epic’s 3D creation tools to offer immersive digital experiences such as virtual fitting rooms and fashion shows, 360 product carousels, and augmented reality.

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Founded in the Unites States in 1991, Epic is among the biggest video game and software developers in the world. The company’s suite of tools includes Unreal Engine, Reality Capture, Twinmotion, and MetaHuman technology.

“We will work with LVMH’s designers to transform physical and digital product creation using Epic’s suite of advanced creator tools,” says Bill Clifford, vice president, Unreal Engine at Epic Games.

The partnership was announced at the annual technology conference Viva Technology, ongoing through 17 June, and where LVMH has also unveiled the winning start-up of the LVMH Innovation Award: the tech-enabled platform Save Your Wardrobe.

“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. 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 Toni Belloni, LVMH group managing director.

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LVMH maisons such as Bulgari have begun rolling out experiences in partnership with Epic. At last year’s Viva Technology event, the jeweller announced a metaverse experience inspired by ancient Rome, developed using Epic’s Unreal Engine 5. This year, Louis Vuitton is also deploying Unreal Engine 5 in a six-minute digital journey recreating the 2023 fall/winter men’s show.